Another online retailer tries offline space

Minted, the online marketplace for crowdsourced stationery, art and home decor from independent artists, has opened its first brick-and-mortar store.



The store, a pop-up in San Francisco’s Union Square shopping district, is called Minted Local. Open through October 2016, it will highlight the work of regional California artists, including original art and one-of-a-kind decorative items for the first time in Minted’s history.



“Our crowdsourcing process -- sourcing from independent artists and allowing people to vote to tell us what to sell -- allows us to surface the best, freshest, and most unique art and design in the world,” said Mariam Naficy, founder & CEO of Minted. “Now, we bring our consumers closer to these works and the process of creating them with quality.”



The store will be heavy on experiences that connect consumers with independent artists, with workshops, artists in residence, styling services by appointment, as well as interactive crafts to keep children entertained during a shopping trip.



The styling service allows customers to make appointments to receive Minted’s help with styling art walls and home decor, as well as work with Minted designers to craft the holiday cards, birth announcements, and more. Couples will be able to meet with a Minted wedding stylist to design their invitations and reception décor.



The pop-up was designed by Naficy and interior designer Kendall Ermshar, the same team that designed Minted’s headquarters in San Francisco. The interior features art from independent artists, including signed limited edition prints and custom children’s art, hung against innovative “library” walls. Digital displays showcase the high degree of customization available, including colorways, name personalization, and framing.



A hand-operated letterpress is installed in the front window of Minted Local to allow passersby to watch the centuries-old craft. Shoppers and their children will be able to learn first-hand about the printing process and receive a complimentary custom art print letterpressed with their name.



The other window features an interactive space where children can play while their parents shop and enjoy an espresso.