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Elizabeth Daniels, 5/10
SHFT is the brainchild of Adrian Grenier and Peter Glatzer, with no small amount of help from designer Lauren Gropper. (And we've subsequently learned that curator Edie Kahula Pereira deserves major props for her terrific contribution to making the space amazing.) It's a high concept happening that's a store/art gallery, a website, and most importantly, a state of mind. You could call it eco-friendly or sustainable, but those are labels that make Adrian Grenier a little itchy. "We're taking a bigger picture, holistic view?it's the relationship between an individual's quality of life and the environment," he told us at Saturday night's party.
It's hard to put a finger on, but basically, they're encouraging people to find a smarter, lighter, way to life—and then share The team doesn't see them as activists so much as influencers. Peter Glatzer thinks one of the most important things SHFT can do is start a dialog, or at least encourage people to think about the issues for themselves. "We don't want to be prescriptive or give people a to-do list. It's more meaningful when people see how these principles work in their own lives?we want people to be aware of how their actions influence the environment, but at the same time, show them that one person really can make a difference."
They're all self-professed epicureans who like nice things—so you definitely won't find Birkenstocks or hemp tie-dyed t-shirts at SHFT. The merchandise is urbane and cool, with a few kitschy items, like a clock that runs on lemon juice, a water-powered calculator, and a wind-up radio. The popup displayed a few higher-end offerings, like the "I can't believe it's not leather" attache case (actually made from recycled tires) and some really handsome furnishings.
And of course, art.
It's central to SHFT's mission of sharing and creating a community. The popup is filled with art, some of it from local artists, much of it made from recycled or reclaimed materials, none of it screaming eco-propaganda. "This is all art we would have in our homes," Adrian said. "It's art that inspires, it's beautiful, and elevates our lives." Art is a particularly important component to the SHFT experience because "?it shows there's no one way to tell a story, and encourages people to think creatively," Adrian said.
SHFT lives on the web, but the popup is a nice way to make some of the ideas tangible and generate awareness, as well as a good excuse to throw a really terrific party. The popup will probably run for another 10 days. They've done an amazing job with the space so it's definitely worth a trip.
· SHFT [Official Site]