Why the Kérastase Pop-Up Proves SoHo Isn’t the Only Option for NYC Pop-Up Events
There’s a long-standing belief in the world of experiential marketing that if you’re hosting a pop-up event in New York City, it has to be in SoHo. Known for its bustling retail energy and high foot traffic, SoHo has become the default neighborhood for brand activations and product launches.
But the recent Kérastase pop-up event at our Chelsea event venue challenged that narrative, and proved something important: the right experience matters more than the zip code.
A Chelsea Event Space Built for Full-Scale Brand Transformations
One of the major advantages of hosting at Lavan Chelsea is the versatility of the space. The Kérastase team was able to fully transform the venue into an immersive, on-brand environment, perfect for a luxury beauty product launch in NYC. Our clean, white-box interior and modular layout made it easy to bring their vision to life.
As a pop-up space in NYC, Lavan offers high ceilings, premium finishes, and total creative freedom, key features for any brand looking to make a strong visual impact.
Better Flow, Bigger Impact
While SoHo offers exposure, it often comes with crowded sidewalks and limited control over the street-level experience. In contrast, Chelsea’s wider sidewalks and less congested foot traffic created an ideal setup for Kérastase’s team to manage guest flow and long lines with ease.
That breathing room made a real difference. The event experience felt elevated and thoughtful, not rushed or chaotic, which is essential for high-touch brand activations in New York.
Guests Will Travel for a Thoughtful Experience
The biggest takeaway? When the event design is strong and the experience is compelling, guests will absolutely make the journey, even if it’s not in SoHo. In fact, being in Chelsea allowed Kérastase to stand out, instead of competing with dozens of other pop-ups in a saturated area.
As a product launch venue in NYC, Lavan Chelsea gives brands the chance to offer something different: creative freedom, logistical ease, and a premium guest experience, without compromising on location.