Parasol Projects Opening Another Pop-Up Space on the Bowery (aka ‘New Chelsea)

Posted on: March 28th, 2016 at 5:10 am by

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For the first time in recent memory, restaurant supply is not the modus operandi of 208 Bowery. Its primary commercial tenant the last several years has been Yasakart, which also incorporated the adjacent store into its footprint. (There had been some eviction drama with this tenant back in 2010.) The business downsized last month – it still operates a larger store up the block – and now a gallery of sorts is taking over.

Parasol Projects is again on the offensive, opening another downtown whitebox space. Its seventh location overall, the ground level of 208 Bowery is pitched as an opportunity to capitalize on the city’s “new Chelsea,” meaning art neighborhood. Directly across the street from the Rivington outpost in what big real estate would like to call the Bowery District. The 1,000 square-foot space is available for events, marketing stunts or otherwise, beginning late April.

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Parasol Projects is another in a long line of management companies whose bread and butter is pop-up events. In its own words – it’s “a pop-up management company founded by art world consultants, made up of architects and artists, organizing temporary exhibitions internationally. Our spaces are available for artists, designers, and creators alike for short-term exhibitions.”

Bigger picture retail-wise, the focus these days is simply on brand exposure. City stores are becoming even less utilitarian. Everything is just an advertisement now.

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