Opening Reception
Saturday, November 3, 2007
8:00 PM
New High (M)art
741 New High Street, Los Angeles, CA 90012
(Chinatown)
Brian Lichtenberg Pop-Up Store
November 3 - December 14
info@newhighmart.com
Big things are happening at Chinatown's tiniest new retail space. New High (M)art, a petite 300-square-foot storefront will be the staging ground for a retail revolution. Operating on a calendar similar to art galleries, this revolving door concept shop will present now-you-see-it-now-you-don't consumption opportunities with a series of designer pop-up stores, guest buyer/curator mini-boutiques and thematic retail moments where the only thing permanent will be change.
Kicking off this bold experiment in retail marketing will be a 6-week Pop-Up Store for Los Angeles-based fashion sensation Brian Lichtenberg. Fresh from his highly acclaimed Spring/Summer 2008 preview at L.A. Fashion Week, the copper-maned fashion provocateur seems poised on the brink of bringing his "camera-ready" Silverlake sensibility to a global audience.
In addition to his industry-wide recognition as a pioneer of the unisex revolution, those closest to Lichtenberg revere him for his spontaneous one-off pieces and "where-does-he-find-these?" collection of sourced accoutrements, deadstock and other fashion "secret weapons" that anyone would die to own. New High (M)art gives the public the chance to do just that. Lichtenberg will round out his pop-up store with any and all objects d'fashion he can be persuaded to part with. Expect nothing short of amazing-ness.
Co-owners Miho Ikeda and T-RIK conceived of New High (M)art as a response to the stale business model that often plagues boutiques today. Their solution: create a small easy-to-manage environment that allows a single designer, brand or idea to be fully explored, realized and merchandised one fleeting store-op at a time.
"The value of today's designer no longer simply resides in the lines they create season-to-season, but in every artifact of their personal taste" says T-RIK, whose background includes wardrobe styling, creative direction, and brand consulting. "This could be anything from a piece that didn't make it in a collection, the music they listen to, a photograph they've taken or the results of a shopping trip to Marrakesh. New High (M)art looks forward to sharing this other side with the public as well."
"I just want to play around with a retail format that is constantly changing so that nobody gets too bored, especially me!" adds Ikeda, a former retail manager with BIU Inc., the Japanese distributor of X-Girl, Milk Fed and Silas.
----
All store moments will be documented as part of a limited edition print piece.
www.newhighmart.com
www.brianlichtenberg.com
www.myspace.com/brianciaga
Press inquires: info@newhighmart.com