That Lady Thing is an experiential activation debuted on International Women’s Day. Our team of seven women (and one enthusiastic male ally), conceived a fictitious place that borrowed from the trend of pop-up selfie museums—but instead of candy and confetti, we embedded our installations with messages about the wage gap, gender bias, women in leadership, and objectification. Billing itself as “part speakeasy, part speak out,” ours was pop-up with purpose: cheeky in style, serious in substance. After a one-night activation, the outreach from women, the press, and brands inspired us to take the next step. So we rented a sleek space, built larger exhibits, recruited sponsors, and set out to raise money for the National Women’s Law Center. In August 2018, we popped up in San Francisco for three days and hosted 1500 women and attracting global, national, and local press: Forbes, the BBC, the Guardian, and many more.