Like many designers, Danielle Salinas and Shriya Bisht-Misra had to rethink the way they did business over the past year. Since launching in 2013, they collaborated on Maison de Papillon, their elevated womenswear brand with a focus on sustainability and versatile pieces.

Now, after a year of isolation and looking inward, the duo is shifting their creative forces outward. With Project Gaia NYC, the brand is emphasizing the power of collaboration via retail. Featuring a curated list of like-minded individuals, Salinas and Bisht-Misra are creating an inspiring new location that builds community and brings together the realms of art, fashion, and beauty. We caught up with the duo to hear more about their business.

Why was it important for you to open a physical retail location during this time?

Our lockdown period gave us much-needed time to pause, rethink, and evaluate. We went through a variety of changes and pivoted into a new direction focusing on sustainability. Between the effects of the pandemic and shifting consumer behavior, change for us was imperative. It was an indefinite time when many stores in our beloved New York City were shutting down leaving hundreds of independent brands homeless. That’s where we saw a tremendous opportunity and we decided to open our first store that offered more than traditional retail. We envisioned Project Gaia NYC as a platform where independent brands could not only showcase their talent but also have the opportunity to sell, get discovered, and be mentored by industry veterans. The goal is to create a positive, all-inclusive environment and build Project Gaia NYC, a community that stems from a benevolent spirit.

You offer quite a curated list of brands from a wide range of categories. What did you look for when selecting each of these brands, and is there anything they all have in common? 

Curating our unique brands has required thorough research. We searched for unique brands with compelling stories and brands that shared the same ethos and passion as us for sustainability and responsibility towards the Planet. Project Gaia NYC features purpose-driven brands, artisans, and artists.

Can you describe the overall aesthetic and feel of your store?

The space is one of the city’s historic landmark buildings and was once an engine factory where they manufactured and assembled machinery. We wanted to preserve certain characteristics giving a very New York City vibe. We kept many of the original black structural iron beams and softened the interiors with a light color palette and soft muted interiors. Our art installations were definitely a focus. Bradley Theodore’s art gives the space a pop of color. The total square footage is 6000 SQ feet, however, the usable storefront is 3,000 Square feet with 20 foot high ceilings making it a space perfect for a post-pandemic world. We give great importance to attention to detail. The space is merchandised beautifully and flows well.

Why did you choose this location?

Flatiron is an iconic neighborhood. While most stores are in Soho and Chelsea, we wanted to be central and in a neighborhood that will appreciate an experiential concept store where art meets sustainable living. We have been welcomed with open arms by the Flatiron District and our neighbors.

What attracted you to this neighborhood?

It’s a beautiful community-driven neighborhood. Both the Flatiron District organization and Madison Square Park Conservancy do an incredible job in fostering the connection between the area and the vibrant and diverse community surrounding it.

How would you describe your customer?

Discerning, educated, and well-traveled.

For more on Maison de Papillon and the brands on offer, click here.