-- Local Production for a Luxury Beauty Pop-Up in SoHo
Gotham Group Agency is highlighting its New York pop-up and brand activation production capabilities through its role in Carolina Herrera’s Good Girl Lab during New York Fashion Week 2026. Working as the local production partner of Spanish agency 4/4 Comunicaciones, Gotham coordinated venue logistics, permits and local vendors for the immersive fragrance experience in SoHo.
Held from September 11 to 13, 2026, the Good Girl Lab celebrated the tenth anniversary of Carolina Herrera’s Good Girl fragrance and introduced Good Girl Jasmine Absolute.
The creative concept, design and production were led by 4/4 Comunicaciones. Gotham’s role focused on the local coordination required to execute the New York edition, connecting the international production team with suppliers and venue operations in the city.
New York Production Support for International Agencies and Brands
For international creative agencies and beauty and luxury brands planning pop-ups or immersive activations in New York City, Gotham Group Agency provides local production coordination, including venue logistics, permitting coordination and vendor management. The Good Girl Lab offers a concrete example of those capabilities applied to a public-facing fragrance activation.
This scope addresses practical questions that arise when producing in another market: how to coordinate a venue, navigate permitting requirements and align local vendors with an international team’s production plan. For the Good Girl Lab, Gotham worked within 4/4 Comunicaciones’ production framework to coordinate these local requirements.
Inside the Good Girl Lab
At 489 Broome Street, visitors entered an environment built around the world of Carolina Herrera Beauty and its Good Girl fragrance. An olfactory archive, interactive challenges, beauty experiences and the Good Girl Café created different ways to discover the collection.
The format gave fragrance a physical setting. Visitors could explore, participate and spend time within the brand's world, extending product discovery beyond a screen or a traditional beauty counter.
From a Completed Project to Future Brand Activations
The case provides a project reference for brand teams and creative agencies evaluating a local production partner for New York pop-ups, immersive beauty experiences and temporary brand environments. It identifies Gotham’s specific responsibilities and the agency partnership behind the execution, giving prospective clients a clear basis for discussing similar production needs.
Brands and agencies planning a New York activation can contact Gotham to discuss venue requirements, local vendor coordination, permitting needs and the scope of production support for their project.
Project Credits
The Carolina Herrera Beauty / Puig brand experience brought together creative vision and local expertise to deliver a distinctive presence during New York Fashion Week 2026. The creative concept, design, and production were led by 4/4 Comunicaciones, while Gotham Group Agency served as the local production partner in New York, supporting the execution of the experience. The project was featured in NOS3 Magazine’s article, “5 Brand Experiences That Made NYFW 2026 Bigger Than the Runway.”
About Gotham Group Agency
Gotham Group Agency is an independent agency founded by Daniel Leira, working across creative strategy, public relations, influencer marketing, content production and brand experiences. The agency helps brands connect storytelling, media and live experiences, collaborating with clients and international agency partners. Its capabilities include local production coordination for pop-ups and immersive brand activations in New York City. You can reach out through email at [email protected].
About 4/4 Comunicaciones
4/4 Comunicaciones, also known as Cuatro Cuartos, is a Spanish creative and production agency. For Carolina Herrera’s Good Girl Lab, the agency led the creative concept, design and production, with Gotham Group Agency serving as its local production partner for the New York edition.
Website: https://cuatro-cuartos.es/.
Contact Info:
Name: Gotham Group Agency
Email: Send Email
Organization: Gotham Group Agency
Website: https://gothamgroupusa.com/
Release ID: 89206489
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