This Gen Xer never feels more like a citizen of a brave new world than when I hear about a new collaboration. As far as I can tell, these mini-alliances are a completely 21st-century invention — and they tend to put each party at the top of their design game.

And retail collaborations and pop-ups give me hope that people will stop scrolling and stroll to an actual store instead. So this collab is a doozy because it combines the best of shopping — NYC — with the very top shelf of stationery shops, Greer Chicago.

Greer Chicago’s Eastward expansion has brought it to the brand-spanking-new Wolf & Badger store, unveiled last week in Soho at 95 Grand Street. For those unfamiliar with Wolf & Badger, their mission is to provide a platform for independent designers to thrive, and they pride themselves on offering a curated compendium of the world’s best independent brands, with a focus on environmentally conscious merchandise. Founded by brothers Henry and George Graham in 2010, the US flagship joins their London venue, and of course their expansive website.

I can’t think of a better location (or better styling!) for Greer Chicago’s first New York stand-alone concession.

The furniture you see throughout the space was designed and constructed by architect and Studio Director Augustus Brown, inspired by the pioneering American mid-century furniture designer, Milo Baughman.

For contrast, new materials such as white-powder-coated perforated metal, cork and polished brass were incorporated. In keeping with Wolf & Badger’s ethos of sustainability, the pieces have been accented with monochrome Smile Plastic, made from recycled plastic chopping boards!

I can’t wait to see it for myself next time I’m in NYC. Kudos to everyone involved, and happy selling and shopping in this gorgeous new space!

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