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House of Three: Kelsie Hayes of Popup Florist Opens Her Own NYC Event Space and Creative Studio

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Studio VisitIssue — Studio Visit

House of Three: Kelsie Hayes of Popup Florist Opens Her Own NYC Event Space and Creative Studio

April 3, 2026

Ten years after founding Popup Florist, Kelsie Hayes has fully settled down. Trained as a fashion designer, Kelsie early in her career worked as a creative director for a luxe, now-defunct clothing label that put on picnics and other surprising in-store happenings. These events are what inspired her to become a self-taught florist and to specialize in coming up with arresting ways for fashion businesses to tell their stories. Noting that brands need to get people to crawl out from behind their screens, she says, “Everybody loves flowers. You’re a dark soul if you don’t.”

Initially peripatetic, Kelsie ran pop-ups and set up a flower cart at a Theory shop. Soon, she was working on a bigger scale for the likes of Prada, Gucci, Hermès, Gigi Hadid, Eva Chen, and Netflix: creating sets for fashion shows, staging influencer dinners, and designing the florals for red carpets. After being repeatedly asked for the perfect NYC location to hold events, Kelsie realized it was time to open her own.

A decisive sort, Kelsie knew that the second place she looked at was The One. She also happens to be visionary: the site, a former lighting showroom a block from Popup Florist’s work studio in NYC’s West 28th Street Flower District, was nothing more than an industrial white box. It’s now House of Three, a clubby, flower-filled gathering spot that feels conjured from a dream. It’s where Kelsie and crew host private events and creative workshops.

As for the name House of Three, she says she came up with it because she wanted the space to feel like a home and three is her lucky number: “I always come back to three,” she explains on Instagram.”Rule of thirds, things in threes. The third month of the year, a quiet transformation, from the last frost to the first bloom. It was also my own transformation, when I became a mother. My family—the trio that shapes everything I create. This is House of Three.”

Come see.

Photography by Ori Harpaz, courtesy of Popup Florist (@popupflorist) and House of Three (@houseofthreenyc).

A &#8\2\20;florist&#8\2\17;s pantry&#8\2\2\1; showcases Kelsie&#8\2\17;s ever-growing collection of vases, new and old—and serves as an intriguing jewel box right off the entry. Two of Kelsie&#8\2\17;s go-to sources for ceramics are the antiques malls and Goodwill in her hometown of Cumberland, Maryland, (her sister cases the offerings for her every Monday) and Apotheca Botanica of Mexico City (Kelsie and her husband and their four-year-old daughter spend weeks at a time in CDMX and always return with new pieces).
Above: A “florist’s pantry” showcases Kelsie’s ever-growing collection of vases, new and old—and serves as an intriguing jewel box right off the entry. Two of Kelsie’s go-to sources for ceramics are the antiques malls and Goodwill in her hometown of Cumberland, Maryland, (her sister cases the offerings for her every Monday) and Apotheca Botanica of Mexico City (Kelsie and her husband and their four-year-old daughter spend weeks at a time in CDMX and always return with new pieces).
The pantry, also known as the Blue Room, is painted Farrow & Ball&#8\2\17;s Sugar Bag Light. Kelsie is a visual thinker who swears by mood boards and recruits people who understand her ways: rather than supplying her go-to builder, Jeremy Hogeland, with plans, she had an illustrator on the Popup Florist team sketch her ideas and he worked from her drawings.
Above: The pantry, also known as the Blue Room, is painted Farrow & Ball’s Sugar Bag Light. Kelsie is a visual thinker who swears by mood boards and recruits people who understand her ways: rather than supplying her go-to builder, Jeremy Hogeland, with plans, she had an illustrator on the Popup Florist team sketch her ideas and he worked from her drawings.
Kelsie brainstormed the House of Three plans with her husband, Justin Fine, a consultant for tech consumer businesses, whose input led to the living area: &#8\2\20;Justin loves a conversation pit.&#8\2\2\1; The floral Cassina sofa, a vintage Italian design from Mid-Century LA, sets the tone; it was the first piece Kelsie bought for the space.
Above: Kelsie brainstormed the House of Three plans with her husband, Justin Fine, a consultant for tech consumer businesses, whose input led to the living area: “Justin loves a conversation pit.” The floral Cassina sofa, a vintage Italian design from Mid-Century LA, sets the tone; it was the first piece Kelsie bought for the space.
House of Three &#8\2\16;s showpiece is its &#8\2\20;florist&#8\2\17;s kitchen,&#8\2\2\1; complete with a potting sink, classic flower fridge, and plenty of storage—but no stove. The brass knobs and Floral Brass Pendant lights are from British designer Matilda Goad&#8\2\17;s MG & Co.
Above: House of Three ‘s showpiece is its “florist’s kitchen,” complete with a potting sink, classic flower fridge, and plenty of storage—but no stove. The brass knobs and Floral Brass Pendant lights are from British designer Matilda Goad’s MG & Co.
The tiles are Moroccan zellige from Tiles of Lucca, a New Jersey company Kelsie chose because she could drive  to pick them up and &#8\2\20;make sure the color variations all work.&#8\2\2\1; The pale yellow cabinets are painted Farrow & Ball&#8\2\17;s Bombazine.
Above: The tiles are Moroccan zellige from Tiles of Lucca, a New Jersey company Kelsie chose because she could drive  to pick them up and “make sure the color variations all work.” The pale yellow cabinets are painted Farrow & Ball’s Bombazine.
Kelsie sourced the under-counter Liz Linen Drape-Pleated cafe curtains and floor-to-ceiling flax-linen sheers from Two Pages, an online company that was able to deliver custom dimensions quickly.
Above: Kelsie sourced the under-counter Liz Linen Drape-Pleated cafe curtains and floor-to-ceiling flax-linen sheers from Two Pages, an online company that was able to deliver custom dimensions quickly.
&#8\2\20;I love creating experiences,&#8\2\2\1; says Kelsie. The back of the room is a flexible area used for workshops. (This month, they include &#8\2\20;Sculpted Clay Vessels with Sijeo Kim&#8\2\2\1; and &#8\2\20;Floral Tablescapes with Kelsie.&#8\2\2\1;) She describes Popup Florist&#8\2\17;s arrangements as  &#8\2\20;expressive, eclectic florals with something to say.&#8\2\2\1;
Above: “I love creating experiences,” says Kelsie. The back of the room is a flexible area used for workshops. (This month, they include “Sculpted Clay Vessels with Sijeo Kim” and “Floral Tablescapes with Kelsie.”) She describes Popup Florist’s arrangements as  “expressive, eclectic florals with something to say.”
Raise-and-lower butcher-block-topped steel work tables from Global Industrial can be grouped in various ways for parties and workshops. The wooden flooring and track lighting came with the space—they&#8\2\17;re holdovers from its lighting showroom days.
Above: Raise-and-lower butcher-block-topped steel work tables from Global Industrial can be grouped in various ways for parties and workshops. The wooden flooring and track lighting came with the space—they’re holdovers from its lighting showroom days.
Kelsie made the screen from Home Depot wooden moldings and canvas, and enlisted Portland, Oregon-based illustrator Crystal Ochoa—who had helped with the initial sketches—to paint the panels when she was in town. The two had talked about Crystal creating a mural for the space; Kelsie came up with the idea for the screen as a flexible alternative.
Above: Kelsie made the screen from Home Depot wooden moldings and canvas, and enlisted Portland, Oregon-based illustrator Crystal Ochoa—who had helped with the initial sketches—to paint the panels when she was in town. The two had talked about Crystal creating a mural for the space; Kelsie came up with the idea for the screen as a flexible alternative.
Kelsie sources her stems from NYC&#8\2\17;s nearby Flower District and says that from spring through fall she&#8\2\17;s able to focus almost entirely on American-grown plants. Popup Florist delivers bouquets in Manhattan and parts of Brooklyn. Stay tuned: we&#8\2\17;ll be showing more of the space in Remodelista, including in-progress remodeling photos.
Above: Kelsie sources her stems from NYC’s nearby Flower District and says that from spring through fall she’s able to focus almost entirely on American-grown plants. Popup Florist delivers bouquets in Manhattan and parts of Brooklyn. Stay tuned: we’ll be showing more of the space in Remodelista, including in-progress remodeling photos.

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