Mr. Brainwash Moves Into New Gallery Space in Thor Meatpacking Building
Lauren Elkies Schram Aug. 10, 2015, 2:40 p.m.
Acclaimed filmmaker and artist Mr. Brainwash has opened his gallery in a ground-floor, 4,400-square-foot retail space at the base of Thor Equities’ 446 West 14th Street between Washington Street and 10th Avenue, according to Town Residential, which brokered the deal on behalf of the artist. He moved into the space on Aug. 3 after sealing the lease deal within 24 hours.
To keep “creativity and the presentation fresh,” Mr. Brainwash likes to move frequently, according to a spokeswoman for Town.
Mr. Brainwash had his gallery at 450 West 14th Street for the six months prior.
Town Founder and Chief Executive Officer Andrew Heiberger and agent Asaf Bar-Lev represented Mr. Brainwash in the deal, the brokerage announced. Thor represented itself in-house. Town has a second-floor office in the 26,000-square-foot building as well.
The retail space was home to a Porsche pop-up store from Sept. 16 until Oct. 15 last year. According to The New York Post, the asking rent for Porsche was $450 per square foot.
French-born street pop artist Thierry Guetta, who adopted the moniker Mr. Brainwash, was the star of Banksy’s 2010 Oscar-nominated documentary Exit Through The Gift Shop. Mr. Brainwash is known for altering recognized images and pushing the boundaries of creativity.
Thor bought the 1936 building in March 2007 for $23.4 million. Thor didn’t immediately respond to a request for comment and Town declined to provide the terms of the deal.