THE HOLE SHOP
Directive: Transforming the traditional gallery entry into a high-visibility retail destination that functions as a gateway between the fine-art world and downtown creative culture. The objective was to establish a "cultural filter" capable of monetizing the gallery’s influence through a curated mix of exclusive editions, artist-driven products, and niche collectibles.
Strategy: The retail strategy integrated ephemeral cultural programming—ranging from the world’s first internet meme pop-up shop for #NYANCATCITY to in-store tattoo activations and limited-edition releases—to drive consistent social currency, physical foot traffic and media attention. By architecting an immersive front-of-house within an avant-garde exhibition space, the project created a scalable model for experiential retail within a fine-art ecosystem.