2 days ago
Urban Sophistication's NYC Pop-Up Pays Homage to Its Big Apple Origins
Urban Sophistication, the lifestyle brand known for its playful blend of design and cultural satire, has arrived in the Big Apple to celebrate its ten-year journey, bringing an art-led pop-up to life titled 'huNgrY'.
Siblings Neta and Elad Yam, who started Urban Sophistication in 2015, said, 'huNgrY is a tribute to that original spark—the hunger that shaped US. An homage to the city that ignited Urban Sophistication, where our first installation stood on W 33rd Street and 11th Avenue beneath scaffolding and steel. It's a story of becoming—written in grit, missteps, breakthroughs, and constant construction.'
Designed by co-founder Elad Yam, the 'huNgrY' pop-up is an exploration of contrasts, centering on a massive pizza oven housing the brand's red hangbags and a steel dollhouse containing its whimsical phone cases. Within this immersive environment, the label also unveiled its new 'Feeels Nostalgic' collection and unreleased pieces available only at the pop-up. Standout pieces include a collegiate Urban Sophistication 2015 hoodie with ears, boldly striped knitwear, and metallic variants of its roomy handbags.
'Ten years ago, we came to New York to tell the story of Urban Sophistication. We sketched our logo—two stick figures—two of us, with the hope of creating something people could see themselves in. This personal mark became a portrait of all of us,' the duo continued.
See the gallery above for a closer look at the installation and photos from the launch party. Until June 23, from 11 am – 7 pm, visitors can pay a visit to the SoHo art installation and pop-up at 152 Wooster Street.
