Shopify Spaces - Black History Month Pop Up

Community Retail, Cultural Programming, Content

New York City - Shopify Store - 2023

Context

Shopify NYC sought to activate its Soho retail space for Black History Month in a way that centered Black-owned brands, community, and cultural exchange, not just commerce. Live More Brand partnered with Shopify to design a pop-up experience that blended retail, music, content, and storytelling while introducing new audiences to the store, emerging Black creatives and entrepreneurs.

What Happened

Live More Brand curated and produced a multi-brand pop-up shopping experience featuring four Black-owned clothing labels. The activation welcomed over 300 visitors and combined retail discovery with interactive programming, including a portrait photo booth and live DJ sets by Angel and Dren.

The experience was supported by Luc Belaire through product sponsorship and featured fresh beverages from Harlem-based, Black-owned juice shop Mad Juicy. Live More also showcased a bespoke magazine highlighting lifestyle and landscape photography curated over several years, adding an editorial layer to the in-store experience.

Objective

  • Celebrate Black-owned brands during Black History Month

  • Drive foot traffic and engagement within Shopify’s Soho space

  • Blend retail, culture, and content into a cohesive community experience

  • Introduce brands and talent to new, culturally aligned audiences

Our Role

  • Creative concept and experiential strategy

  • Brand curation and partnership coordination

  • Event production and on-site execution

  • Talent booking and programming

  • Content direction, photography, and promotion

Outcome

  • Over 300 attendees throughout the activation

  • Strong in-store engagement and dwell time

  • Increased visibility for participating Black-owned brands

  • Successful photo and video campaign featuring influencers from Boston and New York

  • Reinforced Shopify Spaces as a platform for culture-forward retail experiences

Why it Worked

By approaching the pop-up as a cultural gathering rather than a traditional retail event, the experience felt inviting, expressive, and community-led. Music, content, and conversation worked alongside commerce, allowing brands to be discovered organically while positioning Shopify as a supporter of Black creativity and entrepreneurship.

Credits

Partners: Shopify - Aseye Studio - Wesley NY - YGC Global

Photography: Aaron Johnson (35mm)

Photo Recaps