To fete the opening of its new SoHo location, Canadian brand Joe Fresh went for a cool, downtown vibe–welcoming fashion girls-about-town like Kyleigh Kuhn and Tennessee Thomas with special margaritas and music mixed by DJ Kiss. But by far the coolest thing we saw was a live graffiti installation by famous artist collective UR New York.
“Art is so near and dear to our hearts, and we wanted to do something for the opening and being downtown in SoHo,” creative director Joe Mimran explained to us. “We thought this graffiti would give it a little bit of edge.”
So the brand let UR New York loose on a painting right inside the door–where guests could watch them in action–creating a black and white cityscape of the corner of Broadway and Grand (the store’s location), adding their own tags and accents over the course of the evening. The monotone theme was Mimran’s idea: “That’s what it’s all about this fall,” he told us. “Black and white is so right for the moment.” The finished piece ultimately won’t live in the store; Mimran plans to donate it to a SoHo-based charity.
The brand plans to make the SoHo location its coolest yet, packing it with more of its fashion-forward pieces to attract the downtown crowd. As Joe Fresh expands out to different neighborhoods (like, say, that Brooklyn location we’re waiting not-so-patiently for), it will make each store unique to its location. “New York is so different from neighborhood to neighborhood; we don’t want to take a cookie-cutter approach to the business,” Mimran explains.
And he hopes this won’t be the last time the brand collaborates with artists in this way. “We always want to bring artists into our environment,” he told us. “We’re so supportive of the arts, we revere the arts–we think art makes the world tick in the right way.”
Check out UR New York’s unique piece for Joe Fresh below: