Urban Sophistication celebrated the launch of huNgrY, a bold and deeply personal art pop-up experience debuting in New York City, with an in-store soiree hosted by founders Elan and Neta Yam. Marking ten years since the brand’s first steps in the city, huNgrY is a tribute to the origin story that shaped Urban Sophistication—and a celebration of the relentless ambition that keeps it alive. The immersive retail shop will be open to the public from June 6th - 23rd.
Located in the heart of SoHo, the huNgrY space is a sculptural expression of contrast and feeling—designed by Co-Founder Elad Yam. Oversized structures rise within the space, where raw materials meet emotional resonance. Metal scaffolding evokes the city’s constant construction, a pizza oven glows like a symbol of warmth and hunger, and steel dollhouses echo the tension between play and permanence.
The event offered guests a chance to mingle in the immersive environment, browsing the newly unveiled Feeels Nostalgic collection for the first time, as well as a selection of exclusive, unreleased pieces—available exclusively at the pop-up. Upon arrival, guests were greeted with cocktails and custom Urban Sophistication slices by Prince Street Pizza, a touch highlighting New York City's unique vibe and complementing the oven installation displaying the brand's iconic Anon bag.
The sibling duo was joined by over 150 friends of the brand, many of whom were dressed in Urban Sophistication’s namesake designs. Guests were a mix of industry, press, creatives, and key tastemakers.
Notable attendees included Albert Ayal, Vlada Roslyakova, Ella Snyder, Clara Perlmutter, The Young Emperors, Lera Shutovkaya, Chloe + Chenelle, Elijah Hollingsworth, Isabella Strahan, Victoria Germyn, Chase Dexter, Rae Sada, Graham Lewis, Anita Jane Pathammavong, and Julia Kulik.
“Ten years ago, we came to New York to tell the story of Urban Sophistication. We sketched our logo—two stick figures—two of us, with the hope of creating something people could see themselves in. This personal mark became a portrait of all of US. huNgrY is a tribute to that original spark—the hunger that shaped US. An homage to the city that ignited Urban Sophistication, where our first installation stood on W 33rd Street and 11th Avenue beneath scaffolding and steel. It’s a story of becoming—written in grit, missteps, breakthroughs, and constant construction. Like the city itself, its life comes from all the hungry hearts that keep the fire alive. This is a look back—and a blaze forward. Still building. Still hungry. Still here.” - Neta and Elad Yam
Images courtesy of BFA
