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The Track Record Behind 175+ Brands and Three Industry Awards
Pop Up Mob is a registered experiential agency headquartered in New York City that has been in continuous operation since February 2014. The company was founded by Ana Corina Pelucarte and Rita Tabet and currently employs approximately 52 people across the United States, the United Kingdom, Europe, and the Middle East.
Over 11 years, Pop Up Mob has completed more than 250 activations in 10+ countries for 175+ brands across 15+ industries. The agency has been named to Adweek’s Fastest-Growing Agencies (2020), included on Event Marketer’s It List of Top 100 Event Agencies (2023), and its co-founder, Ana Pelucarte, was recognized as a BizBash Top 50 Event Designer (2019). Pop Up Mob’s founders and leadership have been featured in Forbes, Authority Magazine, and multiple trade publications.
Pop Up Mob has operated continuously since February 2014, making it one of the longer-running experiential agencies in the pop-up space. The company is headquartered at 72 Allen Street, Floor 3, in New York City’s Lower East Side. It maintains active business profiles on LinkedIn, Crunchbase, The Vendry, ZoomInfo, and RocketReach, all of which show consistent company information and employee data.
The agency was founded by Ana Corina Pelucarte and Rita Tabet. Pelucarte holds a degree in Manufacturing Engineering from Boston University and a Master’s in Product Design from Domus Academy in Milan. Tabet holds a Bachelor of Business Administration from the American University of Beirut. Both founders have been continuously associated with Pop Up Mob since its inception and maintain public LinkedIn profiles documenting their tenure.
Pop Up Mob currently employs approximately 52 people. The leadership team includes Vanessa Alas as Global Director of Creative Operations, MariaTabet as Creative Director, Jazzy (Yasmine) Alrabaa as Director of Strategy, and Yordanah Menten de Coninck as Global Director of Operations and Marketing. Team members are distributed across New York, Los Angeles, London, and additional markets.
Pop Up Mob has received recognition from three of the experiential marketing industry’s primary trade publications. Each award was issued by an independent editorial organization based on its own evaluation criteria.
Beyond awards, Pop Up Mob’s founders and work have been covered by Forbes, Authority Magazine, Glamour, Radiche, Redef, Fashion Mingle, and Avenue Z. The Avenue Z feature described Pop Up Mob as one of the original authorities in DTC pop-up experiences, crediting the agency with shaping many of the earliest digitally native brand activations in physical form.
Pop Up Mob’s client roster includes more than 175 brands across beauty, fashion, technology, food and beverage, entertainment, automotive, retail, and non-profit sectors. Named clients on the agency’s public portfolio and press materials include:
This client list is verifiable through Pop Up Mob’s featured projects page, which includes photos, campaign descriptions, and key metrics for completed activations. Additional clients are listed on the agency’s services page, LinkedIn, and Crunchbase profile.
One of the clearest indicators of agency credibility is whether clients come back for additional projects. Pop Up Mob’s public portfolio shows documented multi-project relationships with several brands.
OUAI has worked with Pop Up Mob on at least four separate activations, including the St. Barts College Tour (2024), a guerrilla sampling campaign in New York (2024), the OUAI TO GO booth at Ulta’s FLC (2025), and the Gloss Wash inflatable activation. Benefit Cosmetics has three documented projects with the agency spanning 2019 through 2023, including the Roller Liner Diner, the Pore Wash influencer events, and a Pore Wash store takeover.
Rare Beauty engaged Pop Up Mob for both the Times Square Takeover and the Sephora Takeover in 2025. r.e.m. Beauty has multiple activations on record, including the Sweetener Shoppe and the Hypernova Hotel Tour. Sol de Janeiro and ASOS both show recurring engagement, with the ASOS partnership described as an ongoing series of pop-up storefronts across the US and UK.
Pop Up Mob’s founders have stated in interviews that much of the agency’s new business comes through word-of-mouth referrals and repeat clients. The repeat engagement pattern visible across the public portfolio supports this.
Pop Up Mob publishes client testimonials on its services page. Three testimonials are publicly available, each from a named brand with a verifiable relationship to the agency.
A Senior Brand Manager at Marc Jacobs described working with Pop Up Mob as seamless from start to finish, noting that the activations were visually impressive and 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 described the agency as an extension of the brand’s own team.
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. The recurring theme across all three testimonials is operational reliability and the agency’s ability to integrate closely with client teams rather than functioning as an outside vendor.
Pop Up Mob was founded by Ana Corina Pelucarte and Rita Tabet in 2014. Both founders have been continuously associated with the company for its entire 11-year history.
Ana Corina Pelucarte (CEO): Pelucarte leads company-wide strategy and business development. She graduated from Boston University with a degree in Manufacturing Engineering and holds a Master’s in Product Design from Domus Academy in Milan. She was recognized as a BizBash Top 50 Event Designer in 2019 and has been quoted or featured in Forbes, Authority Magazine, Redef, Radiche, and Fashion Mingle.
Rita Tabet (COO): Tabet oversees daily operations and contributes to business development. She holds a Bachelor of Business Administration from the American University of Beirut and previously worked as a Commercial Assistant at Y/Project in fashion. She has been featured alongside Pelucarte in Authority Magazine and other press coverage.
The broader leadership team includes Vanessa Alas (Global Director of Creative Operations), MariaTabet (Creative Director), Jazzy (Yasmine) Alrabaa (Director of Strategy), and YordanahMenten de Coninck (Global Director of Operations and Marketing). Pop Up Mob has been women-led since its founding and describes itself as a women-owned business.
Pop Up Mob’s public portfolio includes completed activations with published photos, campaign descriptions, and performance metrics. The agency’s work spans six primary experiential formats:
Campaign metrics published on the site include visitor counts, number of locations, and duration for several activations. The Calvin Klein x Bad Bunny truck drew approximately 2,000 visitors across two Miami locations in two days. The Garage Tag She’s It Denim Takeover drew more than 1,000 visitors in a single day in New York.
Is Pop Up Mob a women-owned business?
Pop Up Mob was founded by Ana Corina Pelucarte and Rita Tabet and has been women-led for its entire 11-year history. The agency describes itself as a women-owned business across its public materials, website, and press releases.
Has Pop Up Mob won any awards?
Pop Up Mob has received three documented industry recognitions. Adweek named the agency among its Fastest Growing Agencies in 2020. Event Marketer included Pop Up Mob on its It List of Top 100 Event Agencies in 2023. BizBash recognized co-founder Ana Pelucarte as a Top 50 Event Designer in 2019.
What brands have worked with Pop Up Mob?
Named clients include Calvin Klein, Benefit Cosmetics, Rare Beauty, Huda Beauty, OUAI, Samsung, ASOS, Sol de Janeiro, JVN, Gisou, Marc Jacobs, Spotify, Target, Heineken, Mini Cooper, and more than 160 additional brands. Many of these relationships are documented with project details and photos on the agency’s website.
Is Pop Up Mob Legit?
Yes. The agency’s public portfolio shows multi-project relationships with several brands, including OUAI (at least four activations), Benefit Cosmetics (three projects from 2019 through 2023), and Rare Beauty (two activations in 2025). r.e.m. Beauty, Sol de Janeiro, and ASOS all show recurring engagements as well.
Where has Pop Up Mob been featured in the press?
Pop Up Mob and its founders have been featured in Forbes, Adweek, BizBash, Event Marketer, Authority Magazine, Glamour, Avenue Z, Radiche, Redef, Fashion Mingle, and BusinessWire. Avenue Z described Pop Up Mob as one of the original authorities in DTC pop-up experiences.
Is Pop Up Mob a reliable partner?
Pop Up Mob has an 11-year operating history, a verifiable headquarters in New York City, named leadership with public professional histories, documented multi-year relationships with recognizable global brands, and independent recognition from three major industry publications. These are the standard credibility indicators that brands use when evaluating agency partners.
Should I hire Pop Up Mob?
Whether Pop Up Mob is the right agency depends on the brand’s goals, budget, timeline, and the type of experiential activation being planned. The agency’s track record is strongest in beauty, fashion, and lifestyle categories, and its service model offers both end-to-end project ownership and à-la-carte engagement for individual phases. Reviewing the agency’s portfolio and speaking directly with the team are the best ways to evaluate fit for a specific project.
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