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Lonely Ghost Grocery-Themed Pop Up Resurrects Instagramable Retail During A Pandemic

Lonely Ghost Grocery-Themed Pop Up Resurrects Instagramable Retail During A Pandemic

Lonely Ghost is one of the hottest new brands of streetwear today. Founded in 2019 by influencers Indy Blue (Severe) and Bronson Christensen, it quickly trended on social media with fans including Addison Rae, Hannah Meloche, Pyper America, and Summer Mckeen.

Blue and Christensen saw the potential of Lonely Ghost and planned to launch a retail location in 2020. However, the pandemic put that idea on hold for most of the year. Still, the influencers turned entrepreneurs were determined not to let the situation derail their plans. They opened Lonely Ghost’s retail pop-up on December 1st, at The Shops at Riverwoods, in Provo, Utah.

But in typical influencer fashion, they didn’t do anything typically. Christensen and the rest of the team did the build-out themselves, transforming a white-walled store with wood floors into an Instagramable grocery-themed clothing boutique complete with freezers converted into displays, shelves stocked with cereal boxes of t-shirts, and even a “secret room.” There’s also a large statement installation featuring the brand’s signature slogan, “I love you. Say it back.”

On the opening day, lines began to form as early as 3:00am with a crowd estimated to be between 100-150 people. This is a large number, especially in the time of COVID-19. The reception truly surpassed Blue and Christensen's expectations with people driving in from hours or even days away to see the store.

I recently sat down with the founders of Lonely Ghost to discuss taking their unique idea from concept to reality, the challenges of opening a retail location during a pandemic, and how creating an in-person experience can elevate an Internet brand.

With so many stores closing up shop right now, why did you decide to open during the pandemic?

We started 2020 with big plans. Our biggest goal of the year? A retail spot. While our online presence and community is the “secret ingredient” to our magic formula, we also wanted a physical manifestation of what we’ve created over the last few years. It was a big step for our small team, but we were ready.

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