DOORS launching an experiential fashion and art pop-up representing 50+ independent fashion designers and emerging artists on the same block as Gucci, Celine, Gentle Monster.
DOORS, a new fashion and art platform launched in midst of the pandemic, is opening its first one-week experiential pop-up in prime SoHo, New York at 76 Wooster Street on June 15. Along with New York-based fashion talent such as Private Policy and Colin LoCascio, DOORS’ pop-up will showcase 30+ international cult brands including Juun.J, Litkovskaya, GCDS, and Linda Farrow as well as 20+ artists.
DOORS’ pop-up aims to elevate the traditional retail experience into a shoppable exhibition by featuring highly curated artwork from emerging talent and conceptual fashion collections from independent designers. Featured art will include interactive installations, digital art and more traditional art: work on paper, sculptures and photography. Fashion collections range from New York Fashion favorites, like Private Policy, to recent Parsons graduates, like Subin Hanh. DOORS provides an unmatched opportunity for independent designers and emerging artists to showcase their work in an absolute prime location in SoHo and to sell pieces direct to the luxury consumer. For discerning, novelty-seeking customers, DOORS’ pop-up provides exclusive access to unique fashion and art pieces that are not available in any other physical prime location in New York.
“Dramatic shifts in the global economy and consumer behavior during the last 15 months has spurred long-needed change to a fashion system that was not working: an outdated wholesale model, oversupply, never-ending sales and promotions, strict seasonality, and unrealistic fashion week calendars. The fashion industry became dominated by a small number of big brands with multi-million-dollar fashion marketing budgets, while consumers saw the same brands on every high street in every major capital,” explains Alise Trautmane-Uzuner, Founder of DOORS. “Both in fashion and art, we arrived at a point where the marketing budget behind the talent became the most decisive element for predicting success. Creativity, innovation, and hard work did not matter. It’s time to rewire.”
DOORS’ pop-up design concept has been created by Superpool, an international architecture firm based in Istanbul, Turkey, founded in 2006 by Selva Gürdoğan and Gregers Tang Thomsen who met at Rem Koolhaas’ studio in 2003. Previously, the work of Superpool has been exhibited at the Guggenheim Museum, Danish Architecture Center, Museum for Angewandte Kunst Köln and Deutsches Architekturmuseum, as well at Rotterdam Architecture Biennale and Istanbul Design Biennale. Most recently, Superpool was commissioned to design the UAE National Pavilion for the Venice Biennale.
Founded in New York in 2021, DOORS aims to become the largest and best-curated online platform for independent designers, cult niche brands and emerging artists in the world by 2023. DOORS is a textbook example of a “platform” business: one which, like Airbnb and Farfetch, positions itself as a facilitator, connecting supply and demand, rather than operating through a more traditional “pipe” business model. DOORS does not buy the fashion collections it sells, yet prides itself on providing a strict ‘’edit’’ to appeal to a premium and luxury client base that independent talent often fail to reach due to limited marketing and PR budgets. DOORS’ highly curated selection of art and fashion work sets it apart from a number of online platforms for emerging talent and indie brands.
After the first one-week pop-up in June in SoHo, New York, DOORS plans to launch three additional month-long pop-ups in Fall/Winter 2021 in New York, Miami, and Paris.