“How much does a pop-up cost in SoHo?” is one of the first questions we get, and the honest answer surprises people: the neighborhood on the lease is one of the smaller variables in your budget. Square footage and the week you pick move the number far more.
We can say that with some confidence because Parasol holds the leases on nine Manhattan storefronts across SoHo, Nolita and NoHo, and publishes every available week at a real price on the space pages. What follows is that live rate card, read across neighborhoods. It covers space cost; the build is a separate budget, which we break down in what it costs to build a pop-up in NYC.
All figures are the published 2026–27 weekly rates on our own space pages, excluding tax. Consultations are free.
The short answer, by neighborhood
- SoHo — from $10,400/week. Only large formats: 1,600–2,100 sq ft. Typical week $22,600–$27,700.
- Nolita — from $2,400/week. The widest range we operate, 250 to 1,600 sq ft. Typical week $5,050–$22,600 depending which storefront.
- NoHo — from $3,700/week at 750 sq ft. Typical week $9,850.
Read that as an entry-price difference, not a rate difference. SoHo looks expensive mainly because we don’t operate a small SoHo space — there is no 250 sq ft option on Wooster Street to compare with one on Elizabeth Street.
Every NYC space, every published week
Here is the full picture. “Typical week” is the median published rate across the calendar; the low and peak are the actual cheapest and most expensive weeks currently listed.
| Space | Neighborhood | Sq ft | Lowest week | Typical week | Peak week | $/sq ft/wk |
|---|---|---|---|---|---|---|
| 22 Wooster | SoHo | 2,100 | $10,400 | $27,700 | $34,615 | $13.19 |
| 188 Lafayette | SoHo | 1,600 | $13,250 | $22,600 | $28,269 | $14.12 |
| 262 Mott | Nolita | 1,600 | $8,500 | $22,600 | $28,250 | $14.12 |
| 21 Spring | Nolita | 850 | $4,800 | $14,650 | $16,850 | $17.24 |
| 213 Bowery | NoHo | 750 | $3,700 | $9,850 | $12,300 | $13.13 |
| 2 Rivington | Nolita | 550 | $3,300 | $7,800 | $10,950 | $14.18 |
| 251 Elizabeth | Nolita | 450 | $3,100 | $6,500 | $11,400 | $14.44 |
| 173 Elizabeth | Nolita | 250 | $2,400 | $5,050 | $8,100 | $20.20 |
You can check live availability and book any of these on the spaces page.
The finding that matters: price per square foot barely moves
Look at the last column. 188 Lafayette in SoHo and 262 Mott in Nolita are both 1,600 sq ft, and both run $14.12 per square foot per week in a typical week — identical, one neighborhood apart. The cheapest square footage we publish is not in Nolita at all: 213 Bowery in NoHo at $13.13, followed by 22 Wooster — our flagship SoHo space — at $13.19.
The outliers run the other way. The two most expensive spaces per square foot are both in Nolita: 21 Spring at $17.24 and 173 Elizabeth at $20.20 — 53% more per square foot than 22 Wooster. Small storefronts carry a premium everywhere, because a 250 sq ft corner on a busy block still commands a full corner’s worth of foot traffic and window.
Practical takeaway: if you are choosing between neighborhoods to save money, you are optimising the wrong variable. Choose the neighborhood for the audience, then choose the square footage for the budget.
What actually moves the number: the calendar
Across every space we operate, the gap between the cheapest and most expensive published week is roughly 3× — 3.3× at 22 Wooster ($10,400 to $34,615), 3.4× at 173 Elizabeth ($2,400 to $8,100), 3.3× at 213 Bowery ($3,700 to $12,300). No neighborhood choice comes close to a 3× swing.
The pattern repeats predictably:
- Cheapest: mid-July and the last two weeks of December. Manhattan empties out; a week at 173 Elizabeth drops to $2,400, and 22 Wooster to $10,400 — less than 262 Mott charges in a slow July week.
- Steady mid-season: August ramps week by week. At 262 Mott the four August weeks run $16,800, then $17,650 for the rest of the month, before autumn pricing takes over.
- Most expensive: September through early December. Autumn rates hold flat at the peak — $22,600 at 262 Mott, $27,700 at 22 Wooster — for most of ten straight weeks.
- The Thanksgiving dip: genuinely underused. The week of 24–30 November prices at $14,150 at both 188 Lafayette and 262 Mott, against $22,600 the week before — a 37% discount on a week that contains Black Friday.
Fashion Week is a flat 25% premium
One number is consistent enough to plan around. The week of 8–14 September 2026 carries almost exactly a quarter over the standard autumn rate at every space, regardless of neighborhood or size:
| Space | Standard autumn week | Fashion Week (8–14 Sep 2026) | Premium |
|---|---|---|---|
| 22 Wooster (SoHo) | $27,700 | $34,615 | +25% |
| 188 Lafayette (SoHo) | $22,600 | $28,269 | +25% |
| 262 Mott (Nolita) | $22,600 | $28,250 | +25% |
| 2 Rivington (Nolita) | $8,750 | $10,950 | +25% |
| 173 Elizabeth (Nolita) | $6,450 | $8,100 | +26% |
If Fashion Week isn’t the point of your activation, moving one week later to 15–21 September puts you back at the standard rate while the city is still full. That single decision saves more than most neighborhood switches.
The neighborhood cost nobody budgets for: paint
Our leases require every space to be repainted white at strike, so paint is a fixed line item on every run — and it genuinely does vary by building, not just by size. Percentages below are the interior paint cost against one typical week of rent in that space.
| Space | Neighborhood | Interior paint | Exterior | As % of a typical week |
|---|---|---|---|---|
| 251 Elizabeth | Nolita | $2,945 | $2,850 | 45% |
| 173 Elizabeth | Nolita | $3,150 | $2,850 | 62% |
| 2 Rivington | Nolita | $3,150 | All-glass storefront | 40% |
| 21 Spring | Nolita | $4,150 | $3,950 | 28% |
| 213 Bowery | NoHo | $4,650 | All-glass storefront | 47% |
| 188 Lafayette | SoHo | $6,150 | Cannot be painted | 27% |
| 262 Mott | Nolita | $6,850 | Cannot be painted | 30% |
| 22 Wooster | SoHo | $7,250 | Cannot be painted | 26% |
Two things fall out of this. First, you cannot paint a SoHo exterior — neither 188 Lafayette nor 22 Wooster permits it, and neither does 262 Mott. If exterior brand colour is central to your concept, your real options are 251 or 173 Elizabeth at $2,850, or 21 Spring at $3,950, all in Nolita. Hi-Chew wrapped 173 Elizabeth exactly this way.
Second, fixed build costs land hardest on small budgets. Paint is 26–27% of a typical week at the two SoHo spaces, but 62% at 173 Elizabeth and 47% at 213 Bowery. A cheap week is not a cheap pop-up. Full production rates are on the production page.
What each neighborhood is actually buying you
SoHo — scale and flagship adjacency
Two spaces, both large: 22 Wooster (2,100 sq ft) and 188 Lafayette (1,600 sq ft). This is where brands run full retail environments rather than a stand — Gimaguas took 22 Wooster in June 2026. Budget $20,000–$35,000 for a peak week, or watch the late-December window when 22 Wooster falls to $10,400. More on the area on our SoHo page.
Nolita — the range, and the entry point
Six storefronts from 250 to 1,600 sq ft, which is why nearly every budget can find a fit. A first-time brand can test 173 Elizabeth for $2,400–$5,050 a week; an established one can run 262 Mott at SoHo scale for SoHo money, as BODY by Raven Tracy did. See the Nolita page.
NoHo — one space, the best value per square foot
213 Bowery, 750 sq ft, $13.13 per square foot in a typical week — the cheapest rate per square foot we publish anywhere in New York, in a district built around galleries and design. Dunkin’ ran The Human Charger here. Details on the NoHo page.
How to actually use this
- Fix your square footage first. It is the single largest input to the weekly rate, and per-square-foot rates sit within about a dollar of each other across neighborhoods for spaces above 500 sq ft.
- Then pick the week. A 3× range sits inside every space’s calendar. If the date is flexible, that is your single biggest lever.
- Skip the Fashion Week surcharge unless you need it. One week later is 25% cheaper.
- Add paint before you commit. $2,945–$7,250 interior, and it can be well over half a week’s rent in the smallest spaces.
- Choose the neighborhood on audience, not price. Our companion guide, pop-up shop ideas by NYC neighborhood, covers what works where.
Every rate above is live and bookable on the spaces page. If you want us to price a specific week against a specific concept, send us the brief — consultations are free, and we’ll tell you if a different week or a different storefront gets you more for the same money.
Frequently asked questions
Is a pop-up in SoHo more expensive than Nolita?
Per week, yes — SoHo starts at $10,400 against Nolita's $2,400. Per square foot, no. 22 Wooster in SoHo runs $13.19 per square foot in a typical week, cheaper than every Nolita space except 262 Mott, which matches SoHo's 188 Lafayette exactly at $14.12. SoHo costs more because we only operate large SoHo storefronts, not because the rate is higher.
What is the cheapest week to run a pop-up in NYC?
Mid-July and the final two weeks of December are consistently the lowest published rates across our spaces — $2,400 at 173 Elizabeth and $10,400 at 22 Wooster. The week of Thanksgiving is the most underrated: 24–30 November 2026 prices at $14,150 at 262 Mott against $22,600 the week before, and it includes Black Friday.
How much does New York Fashion Week add to a pop-up rate?
About 25%, consistently. The week of 8–14 September 2026 prices at $34,615 at 22 Wooster (vs $27,700 standard), $28,269 at 188 Lafayette (vs $22,600) and $8,100 at 173 Elizabeth (vs $6,450). Booking the following week returns you to the standard rate.
Does the weekly rate include building out the space?
No. The weekly rate covers the space. Design, fabrication, painting, furniture and installation are quoted separately — interior painting alone runs $2,945 to $7,250 depending on the storefront, because our leases require a repaint to white at strike. Our build-cost guide covers the full production rate card.
What is the smallest budget that gets a real NYC storefront?
A week at 173 Elizabeth in Nolita starts at $2,400 for 250 square feet in a low week. Add interior paint at $3,150 and you are at roughly $5,500 for a painted, branded storefront for seven days. Consultations are free, so it's worth asking before you assume a neighborhood is out of reach.