251 Elizabeth Street

What is a Parasol Premium location?

The Parasol Premium designation refers to white label spaces offered exclusively for pop-ups. These locations are only available through Parasol Projects, which means that our full-time team is on the ground coordinating all operational aspects, from maintenance to cleaning and everything in between. Brands enjoy a “blank canvas” that they can tailor or customize to their own branding and aesthetic objectives, with little to no limitations on installations.

These spaces are delivered squeaky clean with a fresh coat of white paint. All incidentals are taken care of by Parasol, including utilities, heating/air conditioning, Wi-Fi, trash removal, ongoing support, basic wall patching/paint touch-ups, and cleaning after your stay. Perhaps one of the most important considerations is the ability to lock in dates up to 12 months in advance, with little to no cancellation risk.

Spaces without the Premium designation can sometimes require coordination of cleaning, painting, a review of any HVAC systems, TPA applications, and other tasks. These spaces are delivered as-is and, in some cases, are best suited for brands working with an outside agency or expeditor with such expertise. Parasol has in-house staff that can assist, and we’re also happy to make outside introductions when appropriate. These locations will also often necessitate negotiations of terms with ownership. The option to lock in dates out further than ~45-60 days is available on a case-by-case basis.

All locations have been painstakingly reviewed to ensure they are ideal for brand activations, product launches, art exhibitions, and the like.