Inside Carolina Herrera’s Good Girl Lab: Gotham Group Agency’s Role in New York Pop-Up Production

Gotham’s collaboration with 4/4 Comunicaciones on Good Girl Lab offers a look at the local coordination behind a luxury beauty pop-up during New York Fashion Week 2026.

A fragrance can be shown on a screen, but experiencing it calls for something more physical. At Carolina Herrera’s Good Girl Lab in SoHo, that meant creating a place where visitors could discover the fragrance through scent, interactive activities and beauty experiences.

Gotham Group Agency served as the New York local production partner of Spanish agency 4/4 Comunicaciones, which led the creative concept, design and production. Gotham’s scope covered venue logistics, permitting coordination and local vendor management for the New York edition.

Held at 489 Broome Street from September 11 to 13, 2026, the activation celebrated the tenth anniversary of Good Girl and introduced Good Girl Jasmine Absolute.

Inside Carolina Herrera’s Good Girl Lab

The experience invited visitors into the world of Carolina Herrera Beauty through an olfactory archive, interactive challenges, beauty experiences and the Good Girl Café. Fragrance discovery became a series of activities within a temporary branded environment.

For a beauty brand, this format creates room for discovery beyond a product image or a traditional retail display. Visitors can explore the fragrance in a setting that gives its identity a physical expression.

Behind that visitor experience was a collaboration with distinct responsibilities: 4/4 Comunicaciones developed and produced the concept, while Gotham coordinated the local requirements for bringing the New York activation to life.

The Local Production Behind an Immersive Experience

For international agencies producing in New York, a temporary activation involves coordinating a location, understanding permitting needs and connecting local vendors with the wider production team. Those practical decisions help determine whether a creative plan can function within the selected space.

Gotham’s role in the Good Girl Lab addressed these local coordination needs within 4/4 Comunicaciones’ production framework. The project brought together an international creative and production team with local suppliers and venue operations in SoHo.

A Production Partner for New York Pop-Ups and Brand Activations

Gotham Group Agency provides local production coordination for international creative agencies and beauty and luxury brands planning pop-ups, immersive experiences and temporary brand environments in New York City.

Its services include venue logistics, permitting coordination and vendor management. For a prospective client, the Good Girl Lab provides a specific reference: a completed fragrance activation, an identified lead agency and a defined scope of local responsibilities.

This partnership model allows international agencies to work with a New York team on local execution while retaining their creative and production leadership. Brands and agencies can discuss their venue requirements, production timeline and vendor needs with Gotham to establish an appropriate scope of support.

About Gotham Group Agency

Founded by Daniel Leira, Gotham Group Agency is an independent agency working across creative strategy, public relations, influencer marketing, content production and brand experiences. It collaborates with brands and international agency partners to connect storytelling, media and live experiences. Its capabilities include local production coordination for New York pop-ups and immersive brand activations.

Website: gothamgroupusa.com

Production inquiries: info@gothamgroupusa.com

About 4/4 Comunicaciones

4/4 Comunicaciones, also known as Cuatro Cuartos, is a Spanish creative and production agency. For Carolina Herrera’s Good Girl Lab, it led the creative concept, design and production, working with Gotham Group Agency as its local production partner for the New York edition.

Website: cuatro-cuartos.es

Project Credits

Brand: Carolina Herrera Beauty / Puig.

Creative concept, design and production: 4/4 Comunicaciones.

Local production partner, New York: Gotham Group Agency.

Source reference: NOS3 Magazine, “5 Brand Experiences That Made NYFW 2026 Bigger Than the Runway.”