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In September of 2011, TH worked with PopSugar and Frye to produce a unique experiential pop-up booth on the streets of New York City, providing fashion-savvy women and men with an opportunity to try on a selection of FRYE footwear, receive style advice from the pros, and pose for photos. TH handled all of the conceptualization, design, fabrication and logistics associated with this street-style event, enabling hundreds of stylish New Yorkers to experience the Frye brand first-hand.