Saturday, May 5, 2012


Inaugurating Pleasure Principle and Friends at EVA NY, a concept store with ffiXXed

Pleasure Principle and Friends at Eva NY, a concept store will be hosting a cocktail reception, in celebration of the unveiling of an installation by ffiXXed (Shenzhen, China) on Thursday, from 6-9pm, at Eva. Eva is located at 335A Bowery NYC (between 3rd and 4th streets).

The concept store has been conceptualized by Adrian Cowen (Pleasure Principle) and Stephanie Pappas (Eva NY) as a response to the strenuous economic realities the fashion industry has endured in recent years.

This is a true collaboration between a multi-brand store and the designer brands that are represented. The participating designer brands have been curated by Adrian Cowen based primarily on the originality and modernity of their designs. The brands themselves were asked to merchandise their own selection of items, and were also given the opportunity, for a time, to make the store their own via art installation and performance.

This season features SS12 collections and archival pieces from designers Pleasure Principle (NY), threeASFOUR (NY), ffiXXed (Shenzhen China), Horace (London), Daniel Palillo (Helsinki Finland) and Starstyling (Berlin).There will be 10-30%% discounts offered starting May 5th – May 13th.

Pleasure Principle and Eva NY conceptualized the store to nurture the relationship between emerging designer brands and their retail counterparts. While mass online marketing may seemingly benefit the amount of sales for the designer it simultaneously detracts from the design itself, separating the artist from his or her creation.

Placing “Customised Interdependencies” by ffiXXed as the inaugural event is their way of illustrating the unforeseen benefits of such an approach. In relation to ffiXXed’s current collection “Customised Interdependencies,” they write: it “refers to the creative and social dynamics that function at the centre of ffiXXed project. This complex relationship between autonomy and mutual responsibility helps to promote the generation of multiple new forms of personal and communal space, spaces that respond to our own (collective) experiences.” For the full article and to view the collection please visit:  HYPERLINK ""

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