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.
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.
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.
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.