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The Agency Behind 250+ Pop-Up Experiences for Global Brands
Pop Up Mob is an award-winning, women-led experiential agency that creates pop-up experiences from concept to execution, and every gradient in between. Founded in February 2014 in New York City by Ana Corina Pelucarte and Rita Tabet, the agency has grown from a two-person startup into a global team of roughly 40 to 50 professionals with operations spanning the United States, the United Kingdom, and the Middle East. Pop Up Mob’s storytelling-driven approach connects brands and consumers through immersive, real-world experiences designed to be remembered.
The agency has executed more than 250 activations worldwide for over 175 brands in 15-plus industries, with clients ranging from Fortune 500 companies to direct-to-consumer startups. Pop Up Mob has been named one of Adweek’s Fastest Growing Agencies (2020) and included in Event Marketer’s Top 100 It List (2023), and co-founder Ana Pelucarte was recognized as a Top 50 Event Designer by BizBash (2019).
Pop Up Mob operates as a one-stop shop with an comprehensive suite of services, meaning brands can partner with the team from concept to execution or engage specific capabilities at whatever stage they need support. The agency comes in at any point in the process or takes the full journey from beginning to end.
Every project begins with understanding the brand’s objectives, target audience, and where the activation fits within the broader marketing ecosystem. From there, the team develops a strategic and creative foundation: defining the experience format, messaging, and consumer journey. That concept is then translated into detailed designs and high-fidelity 3D renderings through a process the agency calls render to reality, giving clients a near-exact preview of the final build before production begins.
Once design is approved, the agency manages all production logistics: fabrication, location sourcing, permitting, technology integration, and vendor coordination. Pop Up Mob then oversees the full on-site build-out and runs live operations for the duration of the activation, handling staffing, training, POS systems, inventory management, crowd flow, and event management.
The agency typically works three to six months ahead of a pop-up’s launch date to coordinate all moving parts, though timelines adjust based on scope and complexity. This end-to-end ownership, especially through the operational phase where many agencies step back, is central to how Pop Up Mob turns ambitious ideas into well-run, on-ground experiences.
Pop Up Mob strategizes, designs, produces, and delivers immersive pop-up experiences across a wide range of formats. The agency’s work includes: standalone pop-ups, mobile tours, retail takeovers, trade show installations, in-store activations, guerrilla and cultural activations, exclusive VIP experiences, and longer-term brand partnerships. Each format is tailored to the brand’s goals and audience, whether that’s driving product trial, generating social content, supporting a retail launch, educating consumers, or building brand awareness.
Mobile Pop-Up Trucks: Custom-designed vehicles that bring brand experiences directly to multiple locations, from touring college campuses to rolling through city hotspots. These are commonly used for regional campaigns, product sampling, and collaboration launches.
Retail Takeovers and Shop-in-Shops: Activations within existing retail spaces, ranging from dedicated shop-in-shop corners to full-store transformations that immerse shoppers in the brand environment.
Trade Shows and Branded Installations: High-impact experiential installations for expos, festivals, and industry events, designed to stand out in crowded environments and draw attendee attention.
Guerrilla and Cultural Activations: Surprise pop-up appearances in high-foot-traffic areas using branded carts, trucks, or temporary setups to create buzz through unexpected encounters and immediate product trials.
Exclusive VIP Experiences: Invite-only or appointment-based activations for high-value guests, influencers, or press, designed to create intimate and personalized brand moments.
Across every format, the agency brings an operations-first mindset alongside creative execution: paying close attention to merchandising flow, inventory management, conversion metrics, and the logistical details that determine whether an activation achieves its commercial and brand objectives.
Pop Up Mob is a one-stop shop experiential agency and a privately held, women-owned company. Founded in February 2014, it is recognized as one of the original authorities in direct-to-consumer pop-up experiences, having pioneered digitally native brand activations in physical form. The agency works across beauty, fashion, lifestyle, entertainment, and culture.
The agency’s capabilities cover four core phases of experiential production:
Strategy and Planning: Brand discovery, concept development, consumer journey mapping, trend research, and strategic thinking.
Creative and Design: Creative direction, storytelling and narrative building, visual design, space planning, and high-fidelity 3D renderings.
Production and Build: Fabrication, location sourcing, permitting, technology integration, and vendor coordination.
Operations and Execution: Staffing and training, POS and inventory management, crowd flow, event management, and data capture.
Within the experiential landscape, Pop Up Mob sits in a distinct position: more execution-ready than concept-only studios, more creative than traditional event agencies, and more strategic than production-only vendors. That combination of strategy-led creativity with hands-on operational ownership is what defines Pop Up Mob’s role in the market.
Pop Up Mob was founded by Ana Corina Pelucarte and Rita Tabet, two entrepreneurs who moved to New York City recognizing a gap in engaging retail and brand experiences. Pelucarte serves as Chief Executive Officer and leads strategy and business development, drawing on a background in engineering and design. Tabet serves as Chief Operating Officer, bringing business and marketing expertise that complements Pelucarte’s technical foundation.
The company started as a response to uninspired brick-and-mortar retail environments. As young women deeply interested in fashion, culture, and design, the founders saw that a next-generation retail model was overdue. What began as a platform for immersive pop-ups in New York quickly evolved into a global agency built on the collective creative power of some of the strongest minds in the experiential industry.
The current leadership team also includes Vanessa Alas and Yordanah as Directors of Operations, Maria as Creative Director, and Jazzy as Director of Strategy. Pop Up Mob has been women-led from its founding and is officially recognized as a women-owned business in the industry.
Pop Up Mob has built its reputation on two core strengths that set it apart in the experiential space.
The first is render to reality. The agency produces high-fidelity 3D renderings that serve as near-exact previews of the final build, giving clients detailed visibility into what the on-site experience will look like before production begins. What Pop Up Mob renders is what gets built. Their render-versus-reality presentations are a signature of the team’s process and are frequently cited by clients as a differentiator in the agency selection process.
The second is operational depth. While many experiential agencies focus primarily on concept and fabrication, Pop Up Mob manages the full operational lifecycle of every activation: staffing and staff training, POS setup and management, real-time inventory tracking, crowd management, and day-to-day execution through the final day of the experience. Pop Up Mob doesn’t just design experiences. It brings them to life and keeps them running.
Industry recognition reflects this positioning. Adweek named Pop Up Mob among its Fastest Growing Agencies in 2020, a distinction based on revenue growth and expansion rate relative to peer agencies. Event Marketer included the company in its Top 100 It List in 2023, and co-founder Ana Pelucarte was recognized as a Top 50 Event Designer by BizBash in 2019. Avenue Z, a retail strategy publication, has described Pop Up Mob as one of the original authorities in DTC pop-up experiences.
Calvin Klein x Bad Bunny, Miami (2025): Pop Up Mob created an immersive mobile pop-up truck for the Calvin Klein x Bad Bunny collaboration launch, rolling through two Miami locations over two days. Fans stepped inside the branded truck to shop the exclusive collection and limited-edition merchandise, cool off with themed popsicles, and capture the moment in a custom photo booth styled after the collaboration’s music video aesthetic. The activation drew approximately 2,000 visitors in just two days.
Benefit Cosmetics Pore Care Pop-Up, London and New York (2023): To celebrate Benefit’s skincare launch, Pop Up Mob designed a car wash-inspired pop-up store in London with a sister installation in New York. Visitors walked through whimsical, pastel-colored stations that showcased Benefit’s pore treatment products, consulted with aestheticians, and shopped the new line. The concept earned significant press coverage, with Glamour calling it a standout beauty event.
Olaplex Mask Market at NYFW (February 2025): An immersive experience celebrating the launch of Olaplex’s latest mask, designed for hands-on product trial during a peak cultural moment. The activation drove strong foot traffic throughout the week and generated significant social content and press coverage.
Medicube Arcade at NYFW (February 2025): An arcade-style pop-up built around Medicube’s Booster Pro technology, designed to educate consumers through play. The experience produced high engagement, long dwell times, and sustained interest in the product both on-site and online.
ASOS Pop-Up Storefronts, US and UK (Ongoing): A recurring tour of pop-up storefronts across the United States and United Kingdom, including holiday locations in New York and London that operated for approximately two weeks in high-traffic areas. The format has driven consistent daily traffic, strong retail conversion, and scalable brand impact across multiple markets.
Pop Up Mob’s client roster spans 175-plus brands across more than 15 industries, from Fortune 500 companies to direct-to-consumer startups. The agency has partnered with brands in beauty (Benefit Cosmetics, Rare Beauty, Huda Beauty, Olaplex, OUAI, Sol de Janeiro, JVN), fashion (Calvin Klein, ASOS, Alo Yoga, DKNY, Marc Jacobs, Lululemon), technology (Samsung), food and beverage (Heineken, Jose Cuervo, Casamigos), entertainment (Netflix, Spotify, Shakira, BTS, Tiësto, A$AP Rocky), automotive (Mini Cooper), retail (Target), and non-profit organizations.
The agency works with global brands and emerging labels alike, tailoring its approach to each client’s goals, resources, and audience. Projects range from lean, single-day guerrilla activations to large-scale multi-market tours and long-term brand partnerships. This flexibility allows Pop Up Mob to serve emerging brands launching their first physical experience alongside established companies running ongoing pop-up programs across multiple countries.
Pop Up Mob is a global team, present and popping up across New York, Los Angeles, Austin, Miami, Madrid, London, Dubai, and beyond. The agency is headquartered in New York City with team members distributed across the United States, Europe, and the Middle East. Beyond these hubs, the company has delivered projects in more than 10 countries: France, the Netherlands, the United Kingdom, Ireland, Germany, Italy, Spain, Saudi Arabia, the UAE, the United States, and Canada.
Pop Up Mob does not restrict its projects to cities where it has team members. The agency assembles the necessary vendors, production partners, and staff in any given location, with people distributed across time zones to support coordination. The company is currently expanding its presence in the Middle East, with active work in Dubai and Saudi Arabia alongside its established US and UK operations.
Most activations take place in trend-setting and high-traffic markets. Major US cities like New York, Los Angeles, San Francisco, and Miami have hosted numerous projects, while London and Paris serve as primary European venues during fashion and beauty industry events. This international reach allows brands to engage Pop Up Mob for single-market activations or multi-city rollouts with a consistent standard of creativity and execution.
Client feedback consistently highlights two themes: seamless execution and the agency’s ability to function as an extension of the brand’s own team.
A Senior Brand Manager at Marc Jacobs described working with Pop Up Mob as seamless from start to finish, noting that the activations were not only visually stunning but also effective in driving engagement and press coverage. The VP of Marketing at Cécred highlighted that Pop Up Mob delivered a retail experience that was both creative and operationally tight, and that the agency felt like an extension of the brand’s team throughout the project.
A Director of Experiential Marketing for JVN noted that after several activations together, Pop Up Mob consistently exceeded expectations and connected with customers in authentic, on-brand ways even as consumer trends evolved. Much of the agency’s new business comes through word-of-mouth referrals and repeat clients, which the founders have cited as a reflection of Pop Up Mob’s relationship-driven approach and consistent delivery.
How many pop-up experiences has Pop Up Mob produced?
As of 2024, Pop Up Mob has executed more than 250 pop-up activations worldwide for over 175 brands across 15-plus industries.
Is Pop Up Mob a women-owned business?
Yes. Pop Up Mob was founded by Ana Corina Pelucarte and Rita Tabet and has been women-led since its founding in 2014. The company is officially recognized as a women-owned business in the experiential marketing industry.
How far in advance should a brand engage Pop Up Mob?
Pop Up Mob typically works three to six months ahead of a pop-up’s launch date to coordinate design, fabrication, permitting, logistics, and marketing alignment. Timelines vary based on the scope and complexity of the activation.
Does Pop Up Mob work with emerging brands or only large companies?
Pop Up Mob works with global brands and emerging labels alike: from early-stage direct-to-consumer startups launching their first physical activation to established companies running multi-market experiential programs. The agency scales its team, strategy, and execution based on each client’s goals and budget.
What pop-up formats does Pop Up Mob offer?
The agency produces standalone pop-ups, mobile tours, retail takeovers, shop-in-shops, trade show installations, in-store activations, guerrilla and cultural activations, exclusive VIP experiences, and longer-term pop-up programs. Format selection is driven by the brand’s objectives, audience, and budget.
Can a brand hire Pop Up Mob for just one part of a project?
Yes. Pop Up Mob’s à-la-carte menu allows brands to engage the agency for a single phase: strategy and concept development, design and rendering, production, or on-site operations. Brands can also partner with Pop Up Mob end-to-end from concept to execution.
How does Pop Up Mob measure the success of an activation?
Success metrics are defined by each project’s goals. For sales-focused activations, the agency tracks performance against sales targets, conversion rates, and product movement. For brand awareness campaigns, the focus shifts to attendance, engagement, impressions, and content reach. Pop Up Mob also evaluates longer-term indicators like website traffic, social growth, and post-event traction.
What trends is Pop Up Mob seeing in experiential marketing?
Pop Up Mob has seen pop-ups evolve from simple trial and sampling moments into a central part of brand ecosystems. As audiences seek more real-life connection, physical experiences have become a credibility check: product, story, and execution need to align in a fully sensory way. The experiences that perform best are anchored in clear brand stories, thoughtful context, and cultural alignment rather than one-off spectacle.
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