After two years operating a pop-up retail model, Tula opened it’s first brick-and-mortar in 2018. Found in the heart of Greenpoint, BK, the site was an abandoned, 100 year old warehouse that required a full renovation and design.

The space was brought to life by reflecting old world Cuban courtyards; a homage to my partner’s heritage, the origin of the name Tula, and the feeling of “home”. Deep red walls, Cuban tile, an airy courtyard feel, skylights and hand crafted retail fixtures further illustrated the aspiration of a new world. 

Experiential retail elements were added from there - a plant shower, potting station, $2 cuttings table, The Arid Room, Mother Plants (aspiration plants not for sale), Shade House, and an “imperfect plant” table to offer discounted plants.

My partner and I developed the shop design and concept, sourced and built all fixtures, managed contractors, timeline, budget, merchandising and publicity to open. 

In early 2020, and in response to the pandemic shutdown we designed, built and launched the e-commerce website. The concept was to reflect a similar experience of discovery and education that the storefront offers. 

We developed an education hub consisting of a blog, plant library and plant care videos. All photography, post production and copy writing is completed in house.