While life has been turning upside-down, 23rd [and Fourth] has been turning inside out.
“We’ve been doing design work and continuing to focus on clients’ needs; working on the main website and focusing on getting our ducks in a row. We’re rearranging, tightening-up loose ends, and asking, ‘What is the new normal?’,” said Jamie Davies, co-owner of 23rd [and Fourth].
Finding a New Normal
For many, their new normal involves taking walks – a calming, socially-distant way to get out and about.
Until taking a stroll around the inside of your favorite stores is a normal, fun thing to do again, an old favorite is coming back into style – window shopping.
Recognizing how perfect the walls of windows and covered patio (at the corner of the Empire Run apartment building, 130 Excelsior Avenue in Saratoga Springs) were for window shopping, they have now turned all their furniture displays to face out. “We want people to know - you can still shop us,” said Davies.
Window shopping taps into our sheer pleasure for perusing. It brings joy.
A well-liked pastime for ages, leisurely browsing a physical store is so much more impressive than experiencing it online.
For a nice day out, combine window-shopping at 23rd [and Fourth], with an excursion on the nearby Spring Run Trail, a handicapped-accessible pedestrian and bicycle loop.
“Everyone needs a project right now. When you’re at your home more, you notice more. You want to feel good about your home. It’s an opportunity for people to do something for themselves.”
…and a Rainbow
At the front of the store, displays of brightly-colored contemporary furnishings, home décor, accessories and gifts bring out all the good vibes.
Affordable favorites from the Gus Modern collection join innovative window treatments, area rugs and throw pillow selections.
See the durability of neat items ideal for the spring and summer, like their Cape Cod inspired doormats woven with lobster nets from The Rope Co.
Details and prices for some of what you see is now available on their website, email for more info on others.
All Hands On Deck
Thoroughly rearranging things at 23rd [and Fourth] has involved a lot of brainstorming.
“It’s been an all-hands-on-deck type of thing,” said Davies.
They keep asking themselves the same question.
“What else can we do to bring a little bit of joy to people?”
On their list:
• A Pop-Up Shop offering home décor and a discount on samples launched at the beginning of May on their website, 23rdandfourth.com
• Virtually answering questions about measurements, styles, color selections and more.
• Posting drool-worthy designs to their Instagram page @23rdandFourth
An interactive walk-through scavenger hunt in their widow displays… Search for and scan the codes with your phone for a chance to win gift certificates and other prizes.
Rearranging for the new windows created a lot more space inside 23rd [and Fourth], so once gathering restrictions are loosened for retailers, small gatherings can be held here and still adhere to social distancing guidelines, such as a Girl’s Night Out; a Q&A session where you can pick the designer’s brain.