THE POP-UP

Consider the pop-up. Does the phrase conjure images of giddy thirty-something Red Cup revelry or confusing Normcore fashion swap meets? We feel you. However! 3walls has broken the sometimes savage pop-up beast. Ours is a critter fit for purpose, perilously close to domestication yet retaining the feral heart of a carnival. So, no! Not simply the spine of the 3walls business, nomadic retailing — the recurring challenge of conjuring and curating events in new and novel spaces — is a joyful expression of what we are.

As our regular newsletter readers know, the 3walls founding concept was to connect Brooklyn’s nesting and art-collecting community with the artists that everyone knew were out there, somewhere, in our booming borough. An improvement on the traditional gallery model, we wanted to provide excellent, affordable art to people at a fun event where they could talk to the artists, see old friends, and make new ones. Sans a permanent space, every event takes place in a new location, lending each one its own character. No permanent space means less overhead, allowing for a much more artist-friendly commission structure.  

In truth, sometimes we find a space we love so much we repeat visits – The Invisible Dog on Bergen Street and a certain wine cellar on Remsen are prime examples. But mostly, we roam.

The 3walls pop-ups are a twice-yearly event (well, that’s our goal). While our business has evolved and working with private clients has become our bread and butter, pop-ups remain the perfect way to show off and support the new artists we meet each year through our zealous studio visiting.

Pulling off a pop-up requires a couple of artists and a space. It sounds simple enough. But there are, of course, challenges. 

The artists: We show artists with a body of work we love (not just a couple of one-off pieces) and momentum. Their work must be affordable, and can’t be represented by a gallery. So, a million studio visits later, we have that sorted. 

Now, a space: Too big can dilute our energy. Too small can make it hard to see the art. Too far? Forget about it. During the planning phase, the 3wallsers can be heard musing to each other, “remember the pop-up in the venue that was so enormous and forbidding that everyone huddled by the bar for community?” Or, “How about we don’t pack ‘em in like sardines again and have the art obscured behind the boozy crowd?” No matter how fabulous the venue is, we have learned the hard lesson that our core client base does not travel well. Too far (like over those bridges) is not optimal.  “Remember the pop-up where no one came?! That was really sad,” said one 3wallser to another. “Tragic,” agreed the other. There is a location sweet spot, and now, we always put up shop among our Brooklyn people.

The location of our last pop-up, The Delta, corner of Court and Warren Streets (for the long-tooths, the site of Jim & Andy’s), is our new favorite local and the epicenter of our magic circle. Another spot we adored and worked hard for, from pre-covid, was an empty storefront on the corner of Baltic and Court (formerly VanMoof) steps from our intrepid Whitney’s house. She passed it daily and stalked the elusive owner — finally breaking through with letter after letter under the front door — some including colorful drawings and thoughtfully worded location love notes. I am sure a good number of you remember that lively, packed event, which included Yeon Ji Yoo’s wall of shrines and hanging forest. On the whole, storefronts have been hard to lock down. We looked long and hard for one right after covid (there were so many right on Montague Street, taunting us), but owners of the perennially shuttered venues tend not to want short-term renters lest they miraculously get a long-term offer.  

Homes are the spirit animal of our pop-ups; they provide warmth and intimacy and let you see what the artwork looks like in a domestic setting.

We are sure we have the recipe down now for the perfect pop-up, but the thing about the pop-up is that each one is different and brings unforeseen challenges, so who knows? Things we have learned over the years: 3M hanging equipment is magic, compostable cups are a must, potato chips make people smile, buy decent wine for less, the careful, affordable art mover with the truck (yes, you, Paul) must become your best friend, Whitney, equipped with her level, tape measure, and step stool, is the best art hanger in town and Macon is a wizard with a wall label.

Friends of 3walls have been crazy supportive downright enthusiastic about lending their spaces. You have invited us to host pop-ups at your homes — a huge thank you to, among others, Fiona Forwards, Zack and Angela Prince, Margie Hanssens and Tim McGrath, Julie and Joe Ferris, Eliza Alsop and Tim Ronda. BERG’N (sadly now closed) donated space for our Planned Parenthood Fundraiser, and Marc Agger, a 3walls champion, arranged for us to pop-up in the magnificent lobby at 1000 Dean Street, originally built to be a Studebaker service station. Others who have been so welcoming include The Invisible Dog, The Delta, Automatic Studios, The Curator Gallery, and Steven Amedee Gallery.

If you have a space and would fancy working with 3walls on a pop-up, give a shout. Artist recommendations are also always met with gratitude. Our spring pop-up is percolating! 

Bevin, Whitney and Macon