When it comes to launching a standout pop-up shop in New York City’s SoHo district, your space is more than just a venue, it’s a statement. As a company that operates purpose-built event venues like 21Greene and 45Grand, AES NYC offers spaces that are not only plug-and- play but are designed with retail activations in mind.
While the idea of leasing an empty storefront might seem flexible or budget-friendly at first, it likely comes with hidden pitfalls and operational headaches, perhaps many of them. Let’s break down why choosing a dedicated pop-up space, especially one operated by AES NYC, is the smartest move for any brand looking to make a splash in SoHo.
1. Book With Confidence: Reserve Your Pop-Up Space Months in Advance
At AES NYC, our clients can reserve dedicated venues like 21Greene or 45Grand up to six months in advance, maybe even longer, knowing with certainty that the space will be ready when they are. With vacant retail spaces, your booking may be contingent on landlord availability or future leasing prospects, often leaving brands vulnerable to last-minute cancellations, complications or delays.
2. Event-Ready From Day One: No Surprises, No Repairs
Empty storefronts often hide a host of issues: outdated HVAC systems, inadequate restrooms, cosmetic damage, or code violations—all of which can add unforeseen costs and delay your launch. In contrast, AES NYC venues are designed specifically for events and are 100% move-in ready.
- 5,000 sq. ft. of open layout, plus 2,000 sq. ft. of lower-level storage
- Freight elevator for easy load-in/load-out
- Exposed brick and original columns for that quintessential SoHo vibe
- Modern restrooms, HVAC, and lighting
- 4,600 sq. ft. of open event space
- A striking Ground Floor + Mezzanine layout
- Ceilings up to 16’6” high for maximum visual impact
- Garage door access for seamless delivery and setup
- 35 feet of street frontage to showcase your brand
Both venues are conveniently located within a block of the Canal Street MTA Station, offering maximum accessibility for guests, customers, and team members alike.
3. Expert Support From a Team That Lives Events
When you work with AES NYC, you’re not just renting a space—you’re partnering with a team of event professionals who specialize in pop-ups, fashion shows, and brand activations. From load-in to load-out, our team ensures your event is set up for success.
Compare that to working with a landlord of an empty retail space—whose primary goal is to secure a long-term lease, not guide your one-month experiential activation. With AES, your goals are our goals.
And if one of our SoHo venues isn’t the perfect fit for your concept, we’ve got you covered. Our Venue Seek service goes beyond our managed spaces to help you source the ideal location. We collaborate directly with landlords, building owners, and real estate management firms across New York City to identify the right venue for your unique goals, so you don’t have to navigate that process alone.
Working with unfamiliar landlords can introduce complications, delays, or missed expectations. With AES NYC, you get an end-to-end solution and peace of mind. Our experienced team manages the details, removes the guesswork, and acts as your advocate from the first tour to the final walkthrough. Your goals are our goals, and Venue Seek is another way we make them come to fruition, no matter where in New York city your event takes place.
4. Trusted Vendor Network & Operational Ease
Looking to make a maximum impact, without unnecessary process and procedure, or uncertainty? With AES NYC, you’re not starting from scratch, you’re tapping into a system that’s built for success. Working with a landlord, or real estate management company, that isn’t familiar with the needs of a Retail Pop-up, is unlikely to go as smoothly as one might hope. A purpose-build venue and an experienced venue management team working with you to try to achieve your event goals makes for operational ease and avoids those dreaded last minute surprises.
AES NYC’s clients get access to our curated network of event professionals—AV techs, furniture rentals, florists, caterers, photographers, and more, who are all experienced in working with our venues. This means faster setup, fewer surprises, and a polished final product. At the same time, you have flexibility to work with vendors of your choosing.
5. Two Prime Locations in the Heart of SoHo
21Greene (between Grand & Canal) and 45Grand (between W. Broadway & Thompson) offer flexible, visually stunning backdrops for any pop-up concept—from luxury retail to streetwear drops, from immersive art installations to high-profile brand launches.
- Both are within a block of Canal Street’s subway access
- Surrounded by foot traffic and high-end retail neighbors
- Iconic SoHo charm with modern functionality
Final Thoughts
Whether you’re launching your next collection, building an experiential campaign, or just popping up to pop off, 21Greene and 45Grand are where SoHo meets strategy.
Your pop-up deserves more than just a space—it deserves a platform. At AES NYC, we offer purpose-built venues backed by industry-leading support to help brands shine in one of the world’s most competitive markets.
Ready to activate in SoHo?
Contact a venue professional at AES NYC to reserve your dates at 21Greene or 45Grand, and let’s bring your Pop-up vision to life.
Want a Different SoHo or NYC Venue?
AES NYC has a number of other venues in prime locations across New York City, and as mentioned above, when we don’t have the perfect venue under regular management, AES NYC also offers our exclusive Venue Seek location sourcing service to find the perfect space for your vision and budget.