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At the high-end shop, Verner, new artistic collaborations are just the beginning

At the high-end shop, Verner, new artistic collaborations are just the beginning
© Aviv Grinberg
Since its inception, Verner has stood apart from the rest of the retail scene in Tel Aviv, connecting fashion fiends to the international brands they love.
 
Anat Katz and Shira Dolinger – the women behind Verner – set out to differentiate their shop by more than just the designers they carry in their luxe shop, located one block off Rothschild Boulevard and across the street from the chicest delicatessen in town. Verner is all about adding a healthy dose of culture, style, design, and most important of all – inspiration – to the shopping experience.
 
Verner is following in the mold of iconic boutiques like Colette in Paris and 10 Corso Como in Milan to create a place where the experience of visiting Verner is not about consumption – it’s about the holistic experience of entering the world as Verner sees it. To get there, Dolinger and Katz joined forces with Israeli art advisor Sarah Peguine to bring the best of Israeli contemporary art inside the shop. The trio of ambitious women have embarked on a series of three art events, in which emerging artists add their touch to the store’s existing architecture.

© Vera Vladimirsky

This year sculptures and paintings are on display through the holidays by the buzzed-about multidisciplinary artist Aviv Grinberg. The artist, known for his oversized pieces, has scaled down to accommodate the shop’s layout, making use of the high ceilings and street-facing windows to show glowing sculptures of stylishly reincarnated cleaning materials (items he became overly familiar with and perhaps obsessed by during his military service). The pieces explore transition and metamorphosis, similar to how clothing can transform its wearer. 

This spring, Ukrainian-born and Israeli -bred photographer Vera Vladimirsky plastered her “Paper Walls” throughout the shop, added amped-up images of typical Israeli flora – the same images which were on display at the Bat Yam Museum and Fresh Paint Art Fair – to the ceiling and walls of the shop. Customers fell so deeply in love with the dressing rooms walls adorned with vibrant purple thistle that the boutique retained the installation permanently. Vladimirsky’s exterior wall intervention became a street style backdrop for the perfect ‘gram.

Katz and Dolinger set out to create a highend store that catered to women with specific tastes without sacrificing inclusion. “Our goal is not to influence purchases, we want to make people feel and observe what we’re trying to do in terms of fashion and art,” Dolinger says. “Having an ongoing exhibition in the store gives people a reason to feel comfortable coming here.” Stores can be a more casual venue to see art than a gallery. Collaborating with Peguine was flawless – all three women were separated by one degree and immediately understood what each could bring to the table. “It’s like an experiment. This new meeting point in a non-traditional space can ignite unique conversations, connections, and channels of inquiry,” Peguine says. She thinks how the art interacts with the store and how the visitors will feel and view the world.

© Aviv Grinberg

Verner, 48 Yehuda HaLevi St, Tel Aviv (verner.co.il)

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