Fora Travel, recently recognized as one of Fast Company's Most Innovative Companies of 2025, will open its first immersive pop-up location in New York City this May. The month-long installation will be open to the public, transforming the traditional travel agency model into an in-person experience where visitors can connect with expert travel advisors.
Located at 433 West Broadway in Soho, the space is designed in collaboration with The Lawrence Group New York, whose client portfolio includes Warby Parker, Vuori and Blue Bottle. The pop-up aims to serve as a community hub where visitors can enjoy coffee, plan trips or participate in scheduled events. Guests can also book one-on-one consultations with Fora advisors for personalized travel planning.
"This pop-up marks an exciting new chapter for Fora Travel," said Henley Vazquez, co-founder and CEO of Fora Travel. "We're building a travel agency for the future — one that's powered by people, creativity and connection. With this pop-up, we're bringing the energy of our advisor community into the real world and inviting everyone passionate about travel to be part of it."
The pop-up will feature multiple events throughout May, including "Plant Passenger," an art installation by Keith Martine combining vintage cars with foliage; a Red Bull Formula 1 experience with race car simulators and live streaming of the Miami Grand Prix; "Matcha Mornings" with Montauk General Store; a global-inspired flower arrangement class with New York Flower School; and "Fora Fridays" weekly events featuring DJs and curated experiences.
The pop-up will also feature a cafe operated in partnership with Rhythm Zero.
Fora Travel's advisors at the pop-up will provide recommendations, access to VIP perks and booking services for destinations worldwide.
Editor’s Note: This article was generated by AI, based on a press release distributed by Fora Travel. It was fact-checked and reviewed by a TravelAge West editor.
