How The Grove turned an empty walkway into LA’s most exclusive pop-up

Using a 300-square-foot shipping container-like structure as its base, California property development and hospitality company Caruso turned a walkway in its flagship property into a lucrative pop-up shop back in 2016. Now, it hopes to recreate its success in its other properties. 

Named “The Glass Box,” the space is a blank canvas for brands to design, build and occupy for one month at a time at L.A.’s The Grove outdoor mall. Over the past few years, The Glass Box has brought in millions in revenue for Caruso by housing brands like Skims, Saie, Outdoor Voices, Sézane, Beautycounter, Hourglass, Everlane and Glow Recipe.

“We are essentially booked up for the next 24 months,” Jackie Levy, chief financial and revenue officer at Caruso, told Glossy about The Glass House. “The interest that we’ve gotten is incredible. It’s just such a great venue for digitally-native brands to test their concept in a brick-and-mortar [environment].” 

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.