Fulton Stall Market, situated in the historic Seaport District where NYC's public markets originated in the 1700s, is a non-profit farmers' marketplace aiming to revive a year-round indoor/outdoor market. It connects local farmers and producers with Lower Manhattan, showcasing a diverse array of immigrant food cultures and cuisines.
Despite the challenges faced by the Seaport District after Hurricane Sandy, Fulton Stall Market remained committed to revitalizing the area. While the Summer months benefited from natural foot traffic, attracting people during the Winter and Holiday seasons posed a greater challenge. To enhance the market's appeal, they envisioned a Winter Holiday event to raise awareness of the market year-round. The goal was to generate short-term sales during the busy season and secure long-term exposure, enticing locals to return regularly for an extended program of events.
After Hurricane Sandy, the market space initially served as a venue for Paper Garden's weekly radio show. Expanding on this opportunity, Paper Garden collaborated with the market and partners to create a minimalist, bright 'holiday spirit' atmosphere with carefully arranged decor. The space, resembling a pop-up art gallery, featured an unassuming stage for live performances in the room used as the radio show's 'recording booth.' Positioned at the back of the market, attendees could shop, enjoy holiday-themed beverages, and appreciate live music while freely moving around throughout the day.
