SPARK PRETTY, a virtual vintage e-tailer specializing in all things from the 80s & 90s including apparel, accessories and toys, first came to us with the concept of taking their online shop into the real world with a pop-up store just in time for the holidays. This came after they headlined the Manhattan Vintage Show with their “90s Forever” exhibit, which was named by VOGUE as a must-shop vendor. The goal was to take the energy of the truly outrageous shop owners, Amanda Dolan & Meagan Colby who met as stylists for one of their fashion icons–Betsey Johnson–and bring their personalities to life through a brick and mortar storefront themed like a teenager’s bedroom from the 90s, complete with shoppable posters, beanbag chairs and bedazzled lava lamps.

AMP3 set out to identify a location and helped SPARK PRETTY to secure a venue in Nolita where they would host their first pop-up for a long-weekend (Thursday-Monday) just in time for the holidays. We put an emphasis on new digital, video and social media coverage to attract a Gen Z and millennial audience using tools like Instagram takeovers and Facebook Live segments to drive awareness. After we secured coverage in key shopping outlets like RACKED, Coveteur, AOL Style and others, neighbors and tourists could not get enough of the experience and were left wanting more. This spring-boarded us into a follow-up pop-up store for the entire month of May–the “Summer Break Edition” which was themed like an MTV Beach House from the 90s. Again, with a longer stay this time, we were able to grab the attention of media outlets ranging from Time Out New York to the New York Times.

Due to the overwhelming success, this led to SPARK PRETTY taking over the space as a permanent brick & mortar location. With a full-time store in place, we were able to grow the SPARK PRETTY brand into a must-see tourist and shopping destination in New York City, with viral coverage including video features with Time Out, Racked, Fashionista, INSIDER Style, Fox 5, Telemundo, Pix 11, Lonely Planet, Buzzfeed, Nylon, Cosmopolitan, and more.