Demolition Depot

New York, NY—April 6, 2009—SWING Concept Shop, a lifestyle boutique featuring a full range of apparel, children’s wear, home decor, beauty products, art, music and lifestyle products, has opened at 1960 Adam Clayton Powell Blvd (at 118th Street) in Harlem. An out-of-the box approach to retail, SWING is an exercise in customer interaction and exchange, offering an eclectic mix of signature and one-of-a-kind specialty items in a creative, integrated ‘concept shop’ setting. SWING is designed to convey a comfortable home-like environment where guests experience, interact and engage in its offerings. Created with the ‘philosophical traveler’ in mind, SWING appeals to the global-minded shopper—one who seeks to create or re-live his or her travels, encounters and experiences through the discovery of one-of-a-kind, high quality goods. SWING’s full range of items, from cashmere apparel, to glassware, leather handbags and greeting cards, are displayed in an inviting and engaging way— a lasting impression and conversation starter for guests as they enter the ‘home.’ Upon entry, guests are encouraged to absorb the full SWING experience, to sit and converse at the store’s communal table, enjoy a cup of Kusmi Tea or N’espresso coffee (sold in house), discover a point of interest and explore its diverse products. SWING houses an ever-evolving inventory and currently features an array of distinctive brands including: Cristina Bomba (Italian knitwear), The L’anverre Collective (Belgian glassware and ceramics), Nafi de Luca (Italian hats), Rick Owens (L.A./Paris-based tanks/apparel), Album di Famiglia (Italian children’s wear), Finger in the Nose (children’s wear), Ann Demeulemeester (Belgian knitwear), Lie Down I think I Love You (English handbags), furnishings from China and stationery from local designers. The store also features all natural beauty and skincare products from New York’s Sphatika and houses art by various local artists. “The idea was to shake up the shopping experience, to introduce high quality products minus the standard, stuffy retail vibe,” said owner Helena Greene. “All of our items tell a story, so we set out to create a specific environment that encourages customer interaction and the exchange of ideas, stories and life experiences. Our customers are world travelers and people looking to discover one-of-a-kind, high quality products that reflect their lifestyle, experiences and taste.” “We chose to open in Harlem because we live in the neighborhood and wanted to contribute something to it,” continued Greene. “Harlem, in terms of its sense of community, reminds me of the New York I grew up in. SWING provides an outlet for the neighborhood to meet each other in a relaxed atmosphere, for us to collectively share that sense of community and pass it on. ” SWING will also features Greene’s own private label collection (Helena Greene) of women’s suits and denim. Slated to launch in fall ’09, the collection combines a play on to soft English tailoring with feminine business wear details. Later this spring, SWING will continue to expand its inventory and will offer children’s toys, world music, paper goods and additional lifestyle products. About Helena Greene SWING Harlem Concept Shop is the actualized vision of owner Helena Greene, a New York native who has lived and traveled extensively around the world. A mother of one and fashion designer by trade, Greene returned to New York in 2007 after living in Antwerp, Belgium. Shortly after her return, she was able to make her dreams come true by opening a concept store that would allow her to share what she’d experienced in her travels. Greene chose to reside and open SWING in Harlem because of its growing community and influx of students, professionals and young families. SWING captures the idea of the future of Harlem and appeals to the type of people who continue to migrate to the neighborhood, as well as long-time residents seeking new neighborhood offerings. “The name SWING derived from the musical form—a genre with a direct connection to Harlem. SWING music is about the balance of melody and harmony. Our store serves as the metaphor for the point where melody and harmony converge, where left and right brain meet and unite.” Greene holds a solid background in fashion design and retail, having worked for such brands as Tommy Hilfiger, Bergdorf Goodman, Alberta Ferretti and designer Reed Krakoff. Greene is also the founder and creative director of Helena Greene, a collection of women’s suits for the metropolitan, travel-minded professional. For additional press information, or to request high resolution images, please contact PR Noir (Danita King) at info@prnoir.com or (646) 457.2156.