Fora Travel, recently named one of Fast Company’s Most Innovative Companies of 2025, partnered with Lawrence Group New York to design its first immersive pop-up architecture and interior design experience in SoHo. Located at 433 West Broadway from May 1 to June 13, 2025, the temporary storefront offered visitors a fresh way to engage with Fora’s brand, meet advisors in person, plan the perfect getaway, and participate in curated community events.
Known for its strong digital presence, Fora approached Lawrence Group to translate its online identity into a tangible space that reflects the brand’s personality and hospitality-driven approach. Drawing on expertise in hospitality architecture and brand experience architecture design, Lawrence Group created a flexible layout that feels more like a cozy living room than a traditional office. Meeting areas featured couches instead of chairs, and the space could easily transform into an event venue for influencer gatherings, watch parties, and activations.
The design incorporated Fora’s signature red shelving, vibrant travel imagery, and curated details such as travel books, map tables, and analog clocks displaying global time zones. Large tropical plants and warm textures added an element of exotic destinations, while computer stations and interactive zones supported trip planning and social engagement. Every detail was crafted to deliver an immersive brand experience that blends hospitality, flexibility, and visual storytelling.
This pop-up project demonstrates how brand experience in architecture design can bring a digital-first brand to life in a physical environment, creating a memorable space that connects people and inspires travel.
