Jarlsberg^® Cheese Launches First-Ever Pop-Up in New York City

Jarlsberg® Cheese is set to debut its first-ever Pop-Up store at the Swedish candy store, Sockerbit, located in the West Village, New York. The pop-up is open from September 22-October 7.

“We are thrilled to be debuting our first ever Jarlsberg Pop-Up store in NYC,” stated Valerie Liu, Marketing Manager for Jarlsberg. “Some of life’s best moments revolve around enjoying food with family and friends—and we can’t wait to share amazing cheese plates and pairing concepts to inspire your next special occasion.”

According to a press release, the company's cheese is known around the world for its nutty, mild flavor and large holes. Being an iconic Norwegian brand, it made sense to Jarlsberg to connect with Sockerbit’s Scandinavian style. With high-end cheese wares provided by BOSKA Holland, this Nordic trio has come together to create a memorable and delicious retail experience.

“One of the few things we love just as much as sweets is cheese, and especially Scandinavian cheeses. This is a great opportunity to experience the best of both worlds,” said Steffan Ernberg, Co-Owner of Sockerbit.

Jarlsberg turned to New York City-based Lionesque Group to bring this experience to life.

“From an interactive cityscape experience to educational elements, guests will be transported from the streets of NYC into the color-coded world of Jarlsberg cheese,” said Melissa Gonzalez, CEO of The Lionesque Group.

Highlights of the Pop-Up will include:

• Purchase Jarlsberg cut fresh from the 22 lbs wheel—any size or shape you desire
• The Tasting Table features Jarlsberg cheese plate inspiration by Marissa Mullen (aka That Cheese Plate), Brooklyn-based food blogger and stylist—styled for fun occasions including “That Brunch Vibes Only Plate,” “That Just for Bae Plate,” “That Friendsgiving Plate,” and more!
• Watch Marissa build two fabulous cheese plates on September 29—and yes, visitors will have a chance to sample her creations! (4-6PM)
• Celebrity Chef George Duran will visit and share his favorite Jarlsberg pairings and provide personalized tips on making consumers' next special occasion even more memorable and delicious
• With plenty of interactive areas to take photos, a hashtag printer is on-site so visitors can take home printed memories and Instagramable moments
• Post to social media using #JarlsbergNYC and get a “Sweet & Swedish” treat!

One ticket to New York City, please!