Nino Agency, when literature becomes an immersive experience

Finding the ideal location for your pop-up store and ensuring streamlined procedures so you can focus on your retail experience: that’s what My Pop Up Store is all about. But what if… your temporary space became much more than just a shop?
Thanks to our sister agency Nino Agency, the pop-up store is transformed into an experiential venue with a unique scenography. My Pop Up Store’s expertise in real estate management joins forces with the creative power of an event production agency to offer immersive concepts in service of your brand, imagined and produced from A to Z in tailor-made locations.

A combined expertise serving the world’s most beautiful brands

From the Champs-Élysées to the Marais district, since 2009 My Pop Up Store has supported no fewer than 500 brands in the creation of their pop-up stores. Alongside expert talents in event production, temporary boutiques have followed one another. Strategic location definition for your brand, identification of the ideal space, then design, scenography, customer journey and brand activation: the pop-up store becomes a space for expression, connection and ever-richer emotions.

In 2022, our creation of a temporary space for Ricola marked a turning point. Inspired by the freshness of the Swiss mountains, the venue was such a success that the brand called on us again for a second, then a third retail pop-up in the following years. Each time, a brand-new concept was imagined and produced by our brand scenography experts, blending transaction and emotion. The Nino Agency signature began to take shape.

A creative evolution towards cultural pop-up spaces

After the success of a pop-up store designed for the band Indochine, My Pop Up Store was approached by Sony Music for the launch of the first album by Hélé, aka Héléna, revealed by Star Academy. This marked our teams’ first immersive cultural event. As a Paris-based pop-up agency, we imagined a temporary space built around two areas:

• A merchandising area designed around key lyrics from the album, showcasing the singer’s jewelry and exclusive designs.
• A fully immersive listening space filled with soft cushions, a nod to the artist’s references to melatonin.

A true extension of Hélé’s artistic universe, this temporary boutique was such a success that rapper Yâmé soon called on our agency, specialized in immersive pop-ups, for the release of his album ÉBEM. In a vast 400 m² venue, different worlds from the flagship music video “Bécane” were recreated.

This new success drew the attention of other cultural players… publishing houses!
Nino revealed its full talent for new exclusive events throughout 2025.

1) The very first literary pop-up, signed by Hachette, produced by Nino Agency teams

Translating a #BookTok phenomenon into a perfectly produced immersive experience, in a strategic and easily accessible location to bring fans together? That was the mission entrusted to us by Hachette for the reissue of the literary hit Lakestone.

Bringing together real estate expertise and event know-how, My Pop Up Store found the ideal location to recreate the book’s iconic settings, thanks to the vision of its agency division specialized in immersive pop-ups.

On the program: a captivating dive into the hero’s apartment, and the creation of nightclub restrooms — a key setting in the book — where visitors were invited to write their own messages.

Combining brand storytelling, immersive experience and sets encouraging visitors to take ownership of the space, this first literary pop-up marked a turning point in publishing house communication and in Nino Agency’s expertise, confirming its position in cultural event production.

2) The Seasons saga by Hugo Publishing takes over Le Sentier

Four volumes, four distinct worlds, and one mission for the My Pop Up Store event team: to build a highly unifying temporary boutique for fans of the saga, from an Italian winter to a Californian summer.

Thanks to the My Pop Up Store teams, this literary pop-up was set up in Le Sentier, ideally located to welcome visitors from Paris and the surrounding area. The neighborhood’s lively atmosphere, with its many bars, also perfectly matched the tone of the saga.

The brand scenography imagined by our teams invites visitors to immerse themselves in iconic scenes and locations from the saga, from the emblematic café “Chez Nazolia” to the heroes’ wedding table.

3) J’ai Lu launches its Calix label… and Nino becomes a new entity within My Pop Up Group!

Building on its successes in immersive scenography within the cultural sector and its retail pop-up stores for Ricola, JBL and many others, the event division of My Pop Up Store becomes Nino Agency in early 2025… and delivers an ultra-immersive literary event!

To celebrate the launch of their new Calix label, Éditions J’ai Lu entrusted our Paris-based event agency with the creation of a pop-up combining scenography, olfactory design and actors across four key fantasy worlds. Held alongside the Montreuil Children’s Book Fair, this literary pop-up brought together more than 1,300 people in just three days. Going far beyond a simple retail space, this sensory journey filled with nods to the works created a powerful emotional connection with visitors, well beyond the transactional.

Fantasy actors and sets were all part of one of the very first My Pop Up Group events: a location search by My Pop Up Store, and a concept, scenography and production by Nino Agency.