Gigi Hadid’s Guest in Residence Celebrate Store Opening with Popupflorist

Gigi Hadid and Guest in Residence in partnership with Popupflorist hosted a cocktail to celebrate the opening of Feel Shop in NYC. Upon arrival guests enjoyed Moët & Chandon Rosé, beverages by Kin Euphorics, and sounds by Pamela Tick. To-go and made-to-order floral bouquets were provided by florist, Popupflorist. 

Notable attendees include: Daphne Groeneveld, Marcelo Gaia, Rickie De Sole, Yan Yan Chan, among others. 

Gigi Hadid, Guest in Residence, and Popupflorist opened the Feel Shop, an interactive pop-up store, for the month of December in New York City. This marks the first time Guest in Residence and Popupflorist will join forces, offering not only the perfect holiday shopping destination but also a series of seasonal activations, events, and surprises throughout the month. The limited-time store is the second iteration of a Feel Shop in NYC, the first ever during the holiday season, and coincides with the launch of Feel Shop Aspen and Guest in Residence’s holiday window unveiling with the brand’s first international wholesale account, Antonia Boutique Milano. 

Expect exclusive, luxuriously soft knitwear designed to last from Guest in Residence along with their latest drop, Ski Lodge, a collection of cold-weather essentials. The Ski Lodge collection’s performance twist on cashmere brings cozy sweaters, cashmere leggings, and knitwear accessories meant for mixing and matching just in time for both holiday gifting and après-ski.

“Nothing is more important than spending time with family and friends during the holidays and I wanted to create a special place in my hometown of New York City that would help people do just that,” says Hadid.

Designed by Yaoska Interiors and meant to last, the pop-up on Greene Street makes for a calming shopping experience with its blue lime washed walls and aged black wood floors, creating a relaxed atmosphere for people to gather. Inside, you’ll find an elegant and effortless space featuring primitive handmade furniture with vintage French and Italian design more evocative of a living room than a retail boutique. Dramatic floral installations within product displays help to seamlessly integrate Popupflorist to the world of Guest in Residence.

Pop-ups are nothing new for the florist. Founded in 2016 as a pop-up concept by Kelsie Hayes, Popupflorist is now a full retail, e-commerce, and event design business known for fusing fashion and flowers. Hayes and her team have become the industry go-to florist for their unique and unconventional approach to floral design. 

“Popupflorist is thrilled to be partnering with the amazing team at Guest in Residence this holiday season. Creating this cozy and communal space, where people can experience our florists at work while shopping thoughtfully designed pieces, has been a true pleasure,” says Hayes. 

For the partnership, Popupflorist’s shop-in-shop will feature a florist in-store daily, working with clients to create unique and customized pieces from locally sourced fresh greens and seasonal florals. The full offering will include customizable seasonal wreaths, seasonal fresh and preserved floral bouquets (both grab-and-go and made-to-order), a selection of vintage hand-blown glass and ceramic vases from Hayes’ personal collection, customizable ornaments, and gift tags – all wrapped in Popupflorist x Guest in Residence co-branded packaging.

“I am so excited to partner with Popupflorist for our Feel Shop. Kelsie’s team is composed of incredible women with a unique floral take and we’ve put together a super fun calendar of events and surprises for our guests!” says Hadid on the partnership.

Hadid, Guest in Residence, and Popupflorist have organized a calendar of events and activations for the month-long partnership. Some key events include: 

December 8: Shop & Sip event with a live D.J., fun sips, gift wrapping, floral arrangements, and customization services on Guest in Residence Product

Dec 10th: Hand embroidery on Guest in Residence product, gift wrapping services & floral arrangements

December 15: Shop & Sip event with a live D.J., fun sips, gift wrapping, floral arrangements, and hand embroidery services on Guest in Residence Product 

December 17: Hand embroidery on Guest in Residence product,gift wrapping services and floral arrangements

December 22: Shop & Sip event with a live D.J.,fun sips, gift wrapping, floral arrangements, and hand embroidery on Guest in Residence Product

Experience Guest in Residence in person — the NYC pop-up is located in the heart of Soho.

Dates | November 28 – December 31st, 2022
Location | 146 Greene St, New York, NY 10011
Hours | Monday – Saturday  from 11.00A.M. to 7.00 P.M. Sunday from 12.00 pm to 6.00 pm.

Event Photographer | BFA