New Museum Store Presents “She’s Crafty,” A Special Project for the Holiday Season

On the occasion of the holiday season, the New Museum Store presents “She’s Crafty,” featuring a spectrum of projects by inventive women tasked with transforming the Store’s window display. Beginning on November 14, 2012, and running through January 20, 2013, participating artists and makers will reimagine the tiny white-box storefront window on the Bowery as a space for on-site production of unique editions to be sold at the New Museum Store. Reconceptualizing the classic storefront holiday window display, “She’s Crafty” welcomes the public to interact with participating artists and their creative processes. This project is coproduced with Ken Farmer, Creative Director and cofounder of Nuit Blanche New York (NBNY).

Participating artists include:

Sue Jeiven
Brooklyn-born Sue Jeiven is a tattoo artist and taxidermist working out of Greenpoint’s East River Tattoo shop. A teacher and leader in the scene, Jeiven worked with a group of tattoo artists and the ACLU to legalize tattooing in the state of Massachusetts, before returning to New York in 2009. Jeiven will transform the Store window into a mini taxidermy and tattoo parlor injecting this short workshop with a permanent aspect. She will be at the Store from Wednesday, 11/14 to Sunday, 11/18. To book an appointment, please email

Maggie Lee
Maggie Lee is a multimedia artist living and working in New York City. Her works range from photography and video to printmaking and publishing (both online and print). Paralleling ideologies relating to alternative pop culture, Lee creates diaristic imagery that references these other worlds and transforms and collages them with her vision. Lee received her BFA in Printmaking from Pratt Institute in 2009.

Dani Griffiths
Dani Griffiths is the founder of Clyde, a New York-based accessories label featuring handcrafted hats and crocheted curios. Through Clyde, Griffiths seeks to participate in demonstrating the relationship between fashion and the hand-made, between materials and their natural sources, between articles and human time—relationships that are increasingly obscured by industry. The design is informed by traversing the boundary between natural and urban environments; the continuities in form that one observes, repetitive shapes, and the ubiquity of natural material. However, it is just as inspired by the discontinuities in this experience—by the potency of contrast, the illusory distinction between the natural and the artificial, and the entanglement of nature with culture.

For She's Crafty, Griffiths will transform the Store window into a hearth and workshop where she will be joined by friends in a collaborative production of hats, music, and more. Visitors are invited to customize hats and music with Griffiths and friends.

Wednesday–Friday (November 28th to 30th): Griffiths will custom trim hats
Thursday (November 29th): Monika Wyndham will custom paint hats
Friday (November 30th): Maria Minerva will create custom mix tapes

All objects are available for purchase in the New Museum Store.

Rachel Owens
Rachel Owens is a Brooklyn based artist who lost her home to Hurricane Sandy. She has exhibited in solo and group exhibitions at Ziehersmith Gallery, The Austrian Cultural Forum, Socrates Sculpture Park, and Lehman Maupin among many others. Her work has been reviewed and featured in numerous publications including the New York Times, Art in America, The New Yorker and Sculpture Magazine. Currently her work is on display at BAM as a part of the Next Wave Festival and this spring her installation Inveterate Composition for Clare, which was originally commissioned for Dag Hammarskjold Plaza next to the UN, will open at the Frist Center for Contemporary Art in Nashville TN.

10% of the proceeds from Owens' sales will go to the Red Hook based non-profit, Falconworks Artists Group a community theater organization that she volunteers with.
Rachel Owens' workshop will take place on December 1st and December 2nd.

Jennifer Herrema
Jennifer Herrema is an American rock music singer, song writer, record producer, artist, and model best known for her work as one half of the influential rock band Royal Trux, for which she produced the album art. Herrema will convene a host of collaborators including Jess Holzworth, Lizzi Bougatsos, Pamela Love, and Spencer Sweeney to create a series of unique collages infused with a psychedelic rock nostalgia. Her artwork has appeared in gallery exhibitions including "Violence the True Way" at the Peter Kilchmann Gallery in Zurich "Red White Blue" at the Spencer Brownstone Gallery NYC, and the Sanrio-sponsored "KITTY EX." traveling exhibition throughout Japan. Justin Lowe and Jonah Freeman will be collaborating with Herrema during this workshop.
Jennifer Herrema's workshop will take place from December 5th to December 7th.

Eloise Fornieles
Known for her elaborate settings, sensual appeal, and the physical and psychological endurance of her performance art, Fornieles explores the interaction and intimacy between artist and viewer. For this project, she will produce a series of ceramic sirens in which the buyer will deposit a note containing a hope or fear. Each siren will also contain a note of the artist’s own hope or fear so that each sculpture edition becomes a shared time capsule of sorts.
Eloise Fornieles' workshop will take place on December 8th and December 9th.

Julia Chiang
Julia Chiang was recently listed among the 100 Artists to Watch by Modern Painters. She has exhibited at places such as Half Gallery, Bill Brady KC, OHWOW, Deitch Projects, Tina Kim Gallery, and Printed Matter. During her stay in the New Museum Store window, visitors are invited to contribute a word that she will then incorporate into a unique painting edition, relating to her ongoing work with text. Because she will be at the Store at the end of 2012, Chiang would like to ask visitors to send a single word that reflects their current state of mind moving into 2013. The submissions will be anonymous and can be submitted prior to her stay via email to with the subject line: “She’s Crafty – Julia Chiang” or while she is on site.
Julia Chiang's workshop will take place from December 12th to December 16th.

Audrey Louise Reynolds
Through her own line and collaborations with the fashion world’s freshest, Audrey Louise Reynolds hand-dyes unique creations utilizing natural paints and local organic materials including beets, algae, and hibiscus. Reynolds will feature a different designer each day, hand-dyeing one-of-a-kind pieces that will fill the Store window with colorful creativity.
Audrey Louise Reynolds's workshop will take place from December 19th to December 23rd.

Breanne Trammell
Breanne Trammell lives and works in Wassaic, NY, where she is a core member of the Wassaic Project. Her work has been shown at galleries and institutions nationally and internationally, including Mixed Greens gallery, Susan Inglett Gallery, and MASS MoCA. Trammell will create a special collection of editioned ephemera that she calls, “Cheetos in the Key of Life.” The series will include hand-crocheted objects, silkscreen monoprints, and junk food collages on archival paper. The collection will take its cues from ubiquitous NYC corner bodegas, Santa’s Workshop, and Warhol’s Factory.
Breanne Trammell's workshop will take place from December 26th to December 30th.

Wednesday (December 26th): Breanne will collaborate with Jeff Barnett-Winsby (and YOU?!) to create Cash 'n Carry ON-DEMAND still life images. Breanne and Jeff will arrange and photograph a selection of objects chosen by Museum visitors. Participants may pick up a one-of-a-kind archival print of their still life upon departure from the Museum.

Thursday–Friday (December 27th & 28th): Breanne will make junk food-inspired silkscreen monotypes and crochet a limited edition of 25 Trockel-blue cheetos and IKB cheetos, respectively.

Saturday (December 29th): Eight-hour donut sprinkle drawing with Shannon Finnegan.

Sunday (December 30th): Drawings and collages.

All objects, drawings, collages, and prints will be packaged and available for purchase in the New Museum Store.

Aiko Mizutori
L.E.S. based artist Aiko Mizutori creates wearable designs. Since moving from Japan to NYC in 2002, she has worked for several top high fashion brands. In 2010 she designed costumes for contemporary dance shows at the Guggenheim Museum and Storm King Art Center and started her jewelry line, APSARAS. Mizutori incorporates themes within all her projects. Her current Vintage Heart Collection, a series of bracelets and necklaces made from found heart shaped charms, deals with the theme of love lost and found.

For She’s Crafty, Mizutori will display a series of "heart" faces composed of heart-shaped charms found in and around New York City. She invites you to choose the charms you want to create a unique necklace or bracelet which can be purchased in the store.
Aiko Mizutori's workshop will take place from January 2 to January 5th.

Caroline Hurley
Caroline Hurley grew up in Memphis, TN, attended The Rhode Island School of Design and created Caroline Zucchero Hurley Designs in 2007 as a way to create objects and products that people can live with and use. These products serve as a way for her to flesh out what she puts on her canvas. Her practice of painting and design is about making the mundane beautiful. There is a playful quality to her work as she enjoys letting the unexpected and silly side of life come to the surface. While she sticks to oil for her paintings she likes to use non-typical materials for her products. She received an excellence grant from Brown University, was a resident at VCCA and has been feature in Uppercase Magazine, WAX Magazine, Design*Sponge, Of a Kind, Refinery 29, and State of Unique. For She's Crafty, Hurley will continue her exploration with color through her painted pasta necklaces.
Caroline Hurley's workshop will take place on January 5th and 6th.

Arielle de Pinto
Combining vintage elegance with modern sensibility and intuitive, self-taught jewelry techniques, de Pinto’s signature aesthetic ranges from crocheted chain and metal necklaces to brutalist carved figurines and imaginative hair accessories. De Pinto will customize existing pieces and create a series of limited-edition items unique to the New Museum store.
Arielle de Pinto's workshop will take place from January 9th to January 11th.

Ed. Varie pop-up at the New Museum Store
As a compliment to She’s Crafty, an Ed. Varie pop-up bookshelf will be in the New Museum Store. Ed. Varie will present a collection of limited edition books, zines, and artist publications made by women artists. With parallel consideration that She’s Crafty explores the way in which art is created, the collection of books presented by Ed. Varie focuses on a record of practice. For nine weeks Ed. Varie will maintain and rotate a selection of books made by, and/or for women artists. This special pop-up will stay in the New Museum Store for the duration of She’s Crafty, through January 20, 2013.

As a gallery space and community platform, Ed. Varie represents a wide range of artists and hosts impromptu and organic events. Ed. Varie pays special concern to the practice of art, and the ability for artist to take risks in their art making leading, to new bodies of work and fresh content. Ed. Varie has created a unique relationship between publisher, artist and venue: through which a highly curated inventory of books has been developed since its founding in 2010.

Ken Farmer
“She’s Crafty” Coproducer
Ken Farmer is a public programmer and visual arts curator whose collaborative interventions activate urban space and reimagine the potential of contemporary art to engage the public and shape the future city. As the Creative Director and cofounder of Nuit Blanche New York (NBNY), Farmer has curated innovative collaborations, new works, and site-specific adaptations with visual artists including Vito Acconci, Rita Ackermann, Marco Brambilla, Jon Kessler, Justin Lowe and Jonah Freeman, Marilyn Minter, and Guido van der Werve, as well as musicians including Grouper, Lucky Dragons, and Alex Waterman.

The New Museum is the only museum in New York City exclusively devoted to contemporary art. Founded in 1977, the New Museum is a center for new art and new ideas featuring exhibitions, information, and documentation about living artists from around the world. The New Museum Store has long been considered a premier destination for those seeking a unique and comprehensive selection of contemporary art books and gifts. From the eclectic to the popular, the Store stocks the most stimulating monographs, critical texts, and visual reference volumes from international galleries, museums, small presses, artists, and commercial publishers. True to the New Museum's forward-looking mission, the Store procures and produces the most engaging and thought-provoking books, gifts, art periodicals, CDs and DVDs, as well as two- and three-dimensional art objects. For the past several years, the New Museum Store has also collaborated with artists on special limited editions and projects. Past collaborations include a tarot deck with Dorothy Iannone, a Lawrence Weiner bicycle, a MakerBot holiday window, and a Dzine pop-up nail salon with custom pinky nails. All sales from the New Museum Store support the exhibitions and programs of the New Museum.