Everyone’s favorite holiday pop-up shop returns to downtown Dallas this December. Unbranded moves into a high-profile spot at 1517 Main St., very near the newly opened Forty Five Ten on Main.
Unbranded is the creation of Dallas entrepreneurs Matt Alexander (now of Q Fifty One Digital) and Bryan DeLuca (Foot Cardigan), who began the experiment in 2014, in Deep Ellum. (It moved downtown last year.) They provided a storefront and publicity for small brands trying to reach a larger audience during the holidays. And shoppers had a single destination to buy local during peak gift-giving season.
Previous pop-up tenants have included Bullzerk, Citizenry, and Lilco Letterpress, as well as local artists and photographers. Exhibitors receive the space free of charge, and Unbranded takes no cut of sales.
Brands have to apply to participate, and they can do so via the Unbranded website. Alexander and DeLuca will labor over that decision-making, and media partner CultureMap will announce the lineup when it’s ready.
This year the format has changed a wee bit. As opposed to five or six weeks, Unbranded will be open for three long weekends in December. Each weekend will follow a theme, so the shopping experience will feel fresh every time. Tentative open date is December 1.
The space is cozier than last year’s, so the selection will be more tightly curated. What hasn’t changed is the welcoming feel; people have always been encouraged to not only shop, but also to hang out, enjoying drinks and music and other fun activities like a photo booth.
Alexander says shoppers should expect a more “dynamic” experience than years past. Dynamic is good.