“Turnkey” is the most used and least defined word in pop-up production. Two companies can both promise a turnkey build and mean very different things: one hands you a finished room, the other hands you a quote for a carpenter. If you are comparing production partners in New York, the useful question is not whether they are turnkey but exactly what is inside the scope, what is priced separately, and what stays with you.
This is how that breaks down at Parasol, taken from our 2026 production services price list. We supervise more than 150 pop-ups a year, and the scope below is exactly as that list states it. For who builds what across the industry, see our guide to who builds pop-up shops in NYC; this piece is specifically about what a full production scope contains.
The short version
- There are three ways to engage us: design and production (full service), production only (execution support), or à la carte. Which one fits depends on whether you already have a creative direction and a design team.
- Full service covers five stages: concept and design, budgeting, vendor management, production, and installation and strike, all based on a detailed consultation.
- The scope is wider than the build. Painting, signage, point of sale, alcohol permits, security, staffing, cleaning and trash are all things we coordinate, and each one is priced a different way.
- A few items stay with you, such as your product SKUs and inventory in the point-of-sale system, and the lead time on an alcohol permit.
Three ways to work with a production team
| Model | Who it is for | What we do |
|---|---|---|
| Design + production (full service) | Brands that want one team from first call to strike | A plan and execution from concept through strike, based on a detailed consultation: concept and design, budgeting, vendor management, production, installation and strike. |
| Production (execution support) | Brands with an established creative direction and a design team | We bring your design to life by managing or supporting fabrication, vendors, logistics and installation. |
| À la carte (targeted support) | Brands that need help with one part of the project | Flexible standalone services, from installers to security to cleaning, chosen one at a time. |
The middle option matters more than it looks. If you are bringing your own designer or agency, you do not have to buy a full-service package to get a team that knows the room. Our production page says the same thing: we collaborate with your team or manage the entire production independently, and we also provide production support for pop-ups in other venues across NYC.
What “turnkey” covers, service by service
Our price list groups production into five areas: on-site execution and production, programming, event operations, design and planning, and vendor coordination. Here is what each contains.
On-site execution and production
- Installation. Our technicians hang artwork, install furniture and do basic build-outs. Installers are priced per technician, with a half-day minimum.
- Custom fabrication. Carpeting, custom display solutions and fully bespoke sculptural pieces. The deck’s own examples are a wall of dowels for vintage handbags, elevated stands for a collection, and a custom-built sculpture for a launch. Priced per project.
- Electrical. In-house technicians and local partners work together. Priced per project.
- Furniture rentals and delivery. Priced from a rental deck.
You can see this work rather than take our word for it: the production page has before-and-after sliders for real builds, including De:maf, Tonal, Hi-Chew and Grillo’s Pickles. For a full account of one build from empty storefront to finished room, read our 262 Mott case study.
Painting: the part with the most fine print
Painting is priced by space, and the terms are specific enough to be worth knowing before you design anything:
- The price covers materials and labor to paint all walls in a Benjamin Moore (preferred) or Sherwin-Williams color of your choice, and repainting the space back to white at the end.
- It does not cover restrooms, back-of-house areas, ceilings, baseboards or trim, doors, radiators, frames, pipes or outlet covers.
- Custom colors, such as Pantone or other paint brands, are coordinated with the production team, and we may need a physical sample sent to our office to match accurately. Dark colors and multi-color schemes can carry additional fees.
- Every rental uses our in-house painters, to keep the finish consistent.
- Exteriors vary by building. At 188 Lafayette, 262 Mott and 22 Wooster the exterior cannot be painted. At 213 Bowery and 2 Rivington the storefront is all glass. At 21 Spring, 251 Elizabeth and 173 Elizabeth an exterior paint option exists.
For what painting and the rest cost by space, see the build cost guide and the neighborhood cost breakdown.
Signs, vinyl and awnings
Signage is charged weekly. You can replace our hanging sign with yours, or hang your own sign below ours, and in either case vinyl is a separate cost. Removing our vinyl branding is a weekly fee. Custom vinyl design and awning changes, either a custom awning or adjustments to the existing black one, are quoted on request.
Programming
- Point of sale. A hardware rental with an iPad, card and tap reader, lockable cash box and receipt printer, compatible with an existing Square or Shopify account. For an additional fee we can set up and manage a temporary Square account for the length of the pop-up, which helps new or international brands take cards and mobile payments. You upload and maintain your own product SKUs and inventory. We handle payment processing, sales tax collection and the required New York State sales tax filings, and at the end we provide a sales report and transfer the net revenue to you after taxes are remitted.
- Alcohol permits. A One-Day (Special Event) Permit from the New York State Liquor Authority is needed to serve beer, wine or liquor at a private event if you do not hold a permanent license. Approval must be applied for at least 20 days before the event, and we can assist with the application for a fee. One thing to read carefully: the liability insurance Parasol offers is void if alcohol is involved in any claim. Our permits guide goes through the rest.
- Photo box. A branded receipt photo box with unlimited prints, custom print design, a branded digital overlay, custom front lighting and on-call support.
- Mobile coffee cart. A brandable espresso cart that can sit inside the space or outside to draw foot traffic, with custom cups and food pairings as add-ons.
- Sips and bites. Catering coordination, from passed hors d’oeuvres to seated dinners, or just sample menus and partner recommendations. Catering is priced per person, so the cost follows your guest count.
Event operations
- Security. Unarmed or armed guards for crowd control, secure lines and supervision. Six-hour minimum, priced per guard, plus a flat coordination fee.
- Staffing. Retail cashiers, general event staff, bartenders and brand ambassadors sourced through our partners, hourly with a four-hour minimum.
- Cleaning. Basic cleaning covers sweeping and mopping, sanitizing bathrooms and cleaning sinks, priced by space size. An in-depth option adds interior windows, furniture surfaces and high-touch areas.
- Trash. Standard trash is four black bags, a clear recycling bag and broken-down boxes, collected on Mondays, Wednesdays and Thursdays. Heavier volume needs a request with photos by noon that day, and extra fees may apply.
Vendor coordination
For anything outside the list, we source and coordinate trusted vendors, priced per project or per vendor: promotional merchandise, custom programming, plants and florals, catering, lighting, specialty rentals and interactive experiences.
How each item is priced
The most useful thing to understand when you compare quotes is the pricing unit, because it determines how the total behaves when your plans change.
| Priced... | Items | What it means for your budget |
|---|---|---|
| Per project | Custom fabrication, electrical, custom vinyl, awnings, vendor-coordinated extras | Scoped once, so the total moves when the design moves |
| Per technician, half-day minimum | Installers | Scales with how many people and how long the install takes |
| By space | Painting, cleaning | Depends on the room you book, not on your design |
| By the week | Point-of-sale hardware, signs and vinyl | Scales with the length of your run |
| By the hour or per guard | Security, staffing | Scales with opening hours and expected crowd |
| Per person | Catering | Scales with guest count |
We have left dollar figures out of this piece on purpose. Almost everything above is priced per project, per technician, per space or per hour, and the right number depends on your room and scope. All production prices exclude sales tax.
What turnkey does not remove
A full-service scope takes the coordination off your plate, not every decision. From the terms above, the things that stay with you are:
- Creative direction, if you choose production-only. That model assumes you arrive with a design team.
- Your product data. You maintain SKUs and inventory in the point-of-sale system.
- Lead times you cannot compress, such as 20 days for an alcohol permit, and color samples for non-standard paint.
- Your own timeline. We recommend booking production at least 3–4 weeks before your start date for standard setups using rental fixtures, and complex fabrication or custom installs can need 8–12 weeks. Our production timeline guide shows what that looks like week by week.
How to compare any two “turnkey” quotes
Ask each company to confirm, in writing, which of these are included: design and renderings, fabrication, installation, electrical, painting and the repaint to white at the end, signage and vinyl, strike and space restoration, furniture delivery, and cleaning and trash. Then ask which are priced per project and which are hourly, because a quote that looks lower can simply leave the hourly items out. If you hold the lease on the space through the same company, as you do with us, also ask whether the painting, signage and trash terms are different for builds in other venues.
Where we come in
Production consultations are free. Tell us your space, dates and what you want the room to do, and we will scope the build with you, whether that is full service, execution support or a single item from the list. You can see our production services and start a production brief, or email production@parasolprojects.com.
About this guide
This is a summary of our 2026 production services price list. It describes the scope and terms as that list states them; dollar figures are left out and change by space and scope, so ask for a current quote. Statements about which items stay with the client are our reading of those terms.
Frequently asked questions
What does turnkey pop-up production include?
At Parasol, full-service production covers concept and design, budgeting, vendor management, production, and installation and strike, based on a detailed consultation. Related services such as painting, signage, point of sale, security, staffing and cleaning can be added and are priced separately.
Can I hire a production team without using your design service?
Yes. Our production-only model is for brands that already have a creative direction and a design team. We manage or support fabrication, vendors, logistics and installation to bring that design to life.
How are pop-up production services priced?
It depends on the item. Custom fabrication, electrical and vendor extras are priced per project. Installers are priced per technician with a half-day minimum. Painting and cleaning depend on the space, security and staffing are hourly, signs and point-of-sale hardware are weekly, and catering is per person. All prices exclude sales tax.
Does the painting price include repainting at the end?
Yes. Our painting price covers materials and labor to paint all walls in the color you choose and to repaint the space white at the end of the run. It does not cover restrooms, back-of-house areas, ceilings, trim, doors, radiators, frames, pipes or outlet covers.
How far ahead should I book production?
We recommend at least 3 to 4 weeks before your start date for standard setups with rental fixtures. Complex fabrication or custom installations can need 8 to 12 weeks. An alcohol permit needs to be applied for at least 20 days before the event.