Fora Travel

 

Client: fora travel

PRODUCT: TRAVEL ADVISORY

Service: PROTOTYPE & POP-UP DESIGN

Location: NEW YORK, NEW YORK

Completed: 2025

typical Size: 800-1200 SF

Role: PRoject Manager

 
 
 

Fora Travel provides a modern way for people to plan, book, and experience travel through their Advisor services. The Lawrence Group was contracted to determine the prototypical design vision for their retail spaces, with their first proof-of-concept location being a month long pop-up in New York City.

 

As a primarily digital platform with no prior physical footprint, the goal was to create a space that would serve both as a home base for the Fora travel advisors and their hotel/travel partners, as well as a meeting space for travelers to connect with their advisors.

 
 
 
 

MOOD BOARD

 
 

Working with the clients, we discerned how their digital operations would translate into an in-person experience. We distilled the programmatic elements required for the space; crafting the details and experience of the customer journey as well as the operational requirements for the business flow and staff functions.

 

The clients resonated with an open “Living Room” layout that consisted of various types of seating arrangements so that multiple travel advisors could meet with clients simultaneously. The type of seating arrangements also varied so that advisors could meet with clients at different stages of their planning journey. There were more informative spaces by the entry for new clients, casual seating in the center of the space for building client relationships, and formal meeting spaces for advisors to do work and close deals.

 
 

prototypical CONCEPT PLAN

 
 
 
 
 
 
 
 
 
 

SOHO POP-UP CONCEPT

 
 
 
 
 
 
 
 
 

PHOTOGRAPHY by frank oudeman

 
 

The Soho Pop-Up became a space where new clients could learn about the brand, and where existing Fora advisors could meet each other to build their internal network. The space as activated with a month long program of activities, many of which highlighted Fora’s travel partners, including brands such as Belmond and Hyatt.

 

We supplemented the space with a coffee bar, custom millwork to display brand collateral, and an extra large projector screen for hosting watch parties.

 
 
 
 

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