The day before our grand opening, in the quiet morning hours along Wooster Street, our resident store design maven Maris, her photographer partner Carlo, along with New York-based graffiti artists CS Krew began assembling the bright yellow DwellStudio rope-art installation. It took several hours and crew of four to weave the sign into the metal lattice—but it all came together beautifully. Just as the sun peeked over the west side rooftops, our gurillia-style street art was mounted and primed for viewing by morning commuters, retail hounds and Soho's sauntering crowds. Watch as our 77 Wooster corner gets the street style treatment for opening day!
The renegade spirit of New York street art aligns seamlessly with our founder Christiane's entrepreneurial spirit and her no-fear approach to taking risks and pushing the boundaries of success. So it's really fitting that to generate some street level buzz about our opening day we mounted our very own work of graffiti art. Once whispers of a possible street art collaboration started to travel around the Studio, one of our in-the-know staffers quickly connected us to CS Krew and within a week plans were set to adorn the empty, gated-lot just around the corner from our flagship.
We've always called Soho home—the company has really come of age in this neighborhood (our first offices were just down the street on Canal). And over the years we have loved playing witness to the innovative—and to put it simply—rad street art installations in our own backyard.