New York Mag's New Strategy? Physical Retail

New York Magazine

is stepping into brick-and-mortar with a new beauty-focused holiday pop-up shop centered around it’s The Strategist e-commerce and news site, according to

RetailDive.com.

The shop, which will be called I Found it at The Strategist, will carry the site’s editor’s most recommended items and will span haircare, fragrance, sheet masks and more from brands such as Hairstory, Negative Underwear, Beautycounter and Scentbird.

An on-site New York Media Lounge will host influencers, experts and editors who will provide demonstrations and talks. Headliners include beauty expert Alexis Page; Julee Wilson, fashion and beauty director,

Essence

; Katie Jane Hughes, make-up artist; Arabelle Sicardi, beauty writer and more.

Giveaways, product drops, event invitations, product try-ons and beauty services will also be available at the space.

I Found it at The Strategist will open in New York City’s SoHo neighborhood.