Medela Launches First Consumer Pop-Up at Babylist NYC Showroom

The SoHo space offers expectant parents a hands-on look at the company’s latest product lineup, including the Pump In Style Pro+, Motion InBra, and the Harmony system. Beyond hardware, the pop-up focuses on personalized consultations, helping visitors navigate insurance coverage and select tools tailored to their individual needs. The experience is designed to ground Medela’s decades of clinical research in the practical realities of urban parenting.

A central feature of the activation is the "Bump Booth," a photo installation intended to document the pregnancy journey. Portraits taken in the booth are split between a personal memento for the parent and a contribution to the showroom’s gallery wall, which is slated to grow throughout the partnership. Kelley Evans, Chief Commercial Officer at Medela, noted that the initiative aims to move the brand closer to its users, emphasizing that there is no singular correct approach to feeding a baby.

Prospective parents can preview the setup during Babylist’s Registry Weekend, scheduled for October 3rd and 4th. This event will include expert-led sessions and registry planning tailored to the demands of city living. The collaboration between the two companies is set to remain active through December 2027, with plans for rotating product displays and ongoing in-store programming.