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Posted inNews:Arts & Leisure
SHORT BURSTS OF ENERGY
by Alison RooneyJune 9, 2019June 7, 2019 Why you can trust The Current
Cold Spring venture provides weekend space
By Alison Rooney
Is the term permanent pop-up an oxymoron? Not these days, as Cold Spring’s new
44MAIN offers a model for short-term, spur-of-the-moment enterprise.
Ethan Timm at 44MAIN (Photo by A. Rooney)
The venue on Main Street one block east of the tracks offers an opportunity for
individuals or businesses to present their products, art or ideas without the
commitment required from opening a permanent space.
Each Friday through Sunday, says owner Ethan Timm, 44MAIN will host a new entity
— the first few, since its opening a few weeks ago, have been an exhibition of
paintings by Daniel Loxton; a retail shop from Palmera NYC selling clothing,
pillows, bags and jewelry (for two weekends); and, this weekend, Favorites, an
exhibit by Garrison-based photographer Dmitri Kasterine.
Very-short-term tenants who have scheduled pop-ups include the owners of Salt +
Still, a line of naturally dyed jewelry and quilts, and The Highlands Foundry,
an apparel and home decor business that uses vintage textiles.
“Our storefront opened out of a desire to invite in the community,” says Timm.
“Preference is given to local artisans, artists, nonprofits and
conservationists.” So far the bookings have been made mostly through
word-of-mouth.
Timm, an architect, grew up in the building and moved back in five years ago
with his wife, Erin Muir, a landscape designer, and their children. Together
they comprise The Figure Ground Studio, which focuses on sustainable practices.
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The first 44MAIN event — a First Friday opening of an exhibit by painter Daniel
Loxton (Photo provided)
Long ago, he says, the property was a tavern, and later a photo studio. The
building is best known for its tenure as a movie theater, The Hudson, which
opened in 1929; later it was called the Bijou Theater. The projection booth is
now a back room.
Timm renovated the space for his architectural firm but, because it wasn’t used
on weekends, saw another opportunity. He renovated it to include a
125-square-foot display area with moveable partitions, a 6-by-8-foot display
window with shelving, 10-foot side walls and a 7-foot back wall with hanging
rails. He then partnered with Mia Wendel-DiLallo, who had recently moved to Cold
Spring from New York City, to handle the marketing and bookings.
The space is available to rent between 10 a.m. and 6 p.m. on Friday to Sunday,
and renters must be present whenever it is open to the public. There is a
storage and a bathroom.
The window display for a pop-up shop by Palmera NYC, which will return later
this summer (Photo provided)
Timm sees advantages in the limited duration of the rentals. Having a space for
only up to three days provides a sense of urgency, he says, and can draw people
who might not feel they will miss a traditional retail store if they put off a
visit. If popular, the pop-up can always return. That has happened with Palmera
NYC, which has plans to open for a third weekend later in the summer.
“It’s about our work and works by others in line with sustainable ideas,” Timm
explains. “It’s exciting to provide a space for people to bring their ideas to.
People can invite their online and in-person followings.” For info, see
44main.net.
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RELATED STORIES:
Continental Drift
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BEHIND THE STORY
Type: News
News: Based on facts, either observed and verified directly by the reporter, or
reported and verified from knowledgeable sources.
ALISON ROONEYARTS EDITOR
Rooney was the arts editor for The Current since its founding in 2010 through
April 2024. A playwright, she has lived in Cold Spring since 1999. She is a
graduate of Binghamton University, where she majored in history. Location: Cold
Spring. Languages: English. Area of Expertise: Arts
More by Alison Rooney
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