Urban Sophistication, a lifestyle brand known for its playful design blended with cultural irony, is celebrating its 10th anniversary with an art-led pop-up store in New York City called huNgrY.
“huNgrY is a tribute to the original spark – the desire that shaped America,” said Neta and Elad Yam, the siblings who founded Urban Sophistication in 2015.
It’s also a tribute to the city that ignited Urban Sophistication, with our first installation standing at West 33rd Street and 11th Avenue, beneath scaffolding and rebar.
This is a story of growth – written with grit, missteps, breakthroughs, and constant construction.”
Designed by co-founder Elad Yam, the “huNgrY” pop-up is an exploration of contrasts, with a giant pizza oven at its core housing the brand’s red tote bags and a steel toy house filled with the brand’s quirky phone cases.
In this immersive environment, the brand also unveiled its new “Feeels Nostalgic” collection, as well as unreleased pieces available only at the pop-up store.
Highlights include a preppy Urban Sophistication 2015 hoodie with ears, boldly striped knits, and roomy bags in metallics.
“Ten years ago, we came to New York to tell a story of urban sophistication. We sketched out our logo – two stick figures – the two of us, hoping to create something that people could see themselves in. This personal imprint became a portrait of all of us,” the duo continued.