• by Sara Guaglione , October 25, 2018

New York magazine’s shopping site The Strategist is gearing up to opens its first brick-and-mortar pop-up shop, with curated products for the holiday season.

Called “I Found It at The Strategist,” the experiential space will operate in SoHo from November 8 to December 30. It will focus on beauty brands and lifestyle products, with items ranging from bed sheets to sheet masks.

Shoppers will have access to try-and-buy product stations and beauty services, such as nail treatments and manicures from nail polish company Sundays, personalized skin-care consultations and custom beauty blending from LOLI Beauty and in-person hair services from Hairstory.

Participating brands at the “I Found It at The Strategist” shop also include Parachute, Ohii, Corsx, Herbivore, TULA, East Fork, Cocokind, Freck, Incausa, Peet Rivko, Jaxon Lane, Rikumo, My Beauty Diary, APTO, Kin Social, Negative Underwear, Beautycounter and Scentbird.

Publishers are increasingly hosting branded brick-and-mortar stores to connect with their audiences in real life and partner with advertisers.

The Strategist store will host editors, influencers and insiders for live demonstrations and panels in the New York Media lounge.

Scheduled programming includes a launch party on November 7, a beauty panel on the industry’s sustainability movement and a panel with Kathleen Hou, beauty director of New York magazine's style vertical The Cut.

Other panelists include Alexis Page, product developer and beauty expert; Julee Wilson, fashion and beauty director at Essence; makeup artist Katie Jane Hughes; cofounder of Tula, Dr. Roshini Raj; and beauty writer Arabelle Sicardi.

Last year, home decor magazine Domino hosted a holiday pop-up shop in Los Angeles, following the popularity of its shops across New York. The publisher partnered with CB2, The Home Depot, Target, Jet.com, Pratt & Lambert, Illy Caffe and American Express for the shopping experiences.