We're What’s Up In NYC, a guide to the brand pop-ups happening across New York City. Every week, brands take over storefronts, warehouses, and street corners with limited-edition merch, free samples, exclusive menus, and experiences you won't find anywhere else. Then they're gone.

We track them down so you don't miss out. For every pop-up, we share what's being offered, where it is, how long it's around, and whether there's a line. No hype for hype's sake, just the info you need to decide if it's worth your Saturday.

Built by New Yorkers, for New Yorkers who love finding out first.