Urban Sophistication Brings Playful Art Installation and Pop-Up Shop to NYC
The dynamic lifestyle label Urban Sophistication has landed in the Big Apple, bringing with it a vibrant art installation and pop-up shop in the heart of SOHO. The brand, known for its clever blend of design and cultural commentary, is celebrating its ten-year journey with a unique and immersive experience titled “huNgrY”.
Founded by siblings Neta and Elad Yam in 2015, Urban Sophistication pays homage to its NYC origin story with “huNgrY”. According to the duo, the installation is a tribute to the hunger that sparked their brand and the city that ignited their creativity. It’s a story of growth, filled with grit, missteps, breakthroughs, and constant construction.
Designed by co-founder Elad Yam, the “huNgrY” pop-up is a study in contrasts. The space features a massive pizza oven housing the brand’s iconic red handbags and a steel dollhouse filled with whimsical phone cases. Along with the installation, Urban Sophistication also unveiled its new “Feeels Nostalgic” collection and exclusive pieces only available at the pop-up. Standout items include a collegiate-style 2015 hoodie with ears, boldly striped knitwear, and metallic versions of their signature roomy handbags.
Reflecting on their journey, the Yam siblings shared, “Ten years ago, we came to New York to tell the story of Urban Sophistication. We sketched our logo – two stick figures representing the two of us – with the hope of creating something that people could see themselves in. This personal mark has become a portrait of all of us.”
To get a closer look at the installation and photos from the launch party, check out the gallery above. The “huNgrY” pop-up will be open until June 23 from 11 am to 7 pm at 152 Wooster Street. Don’t miss your chance to experience this one-of-a-kind celebration of Urban Sophistication’s journey.
