Unbranded, a pop-up retail and event concept, returns to Downtown Dallas for 2017

Dallas, Texas — October 25, 2017 — For the fourth year in a row, Unbranded, an innovative pop-up retail and event concept, has announced it will return for 2017 in Downtown Dallas. Downtown Dallas, Inc. (DDI), long-time partners of the project, will be taking over ownership and operations of Unbranded, while its co-founders, Matt Alexander and Bryan DeLuca, will remain closely involved in an advisory and editorial capacity. As in years past, Unbranded will provide free retail and event space to a curated group of entrepreneurs, designers, photographers, artists, chefs, and more.

“We’re excited to be taking on full responsibility for Unbranded this year,” said Shalissa Perry, CMO of DDI. “It’s been a thrill to watch vendors graduate from Unbranded participants to full-scale retailers in Dallas and beyond. Now, as part of our retail recruitment strategy, we’re excited to explore the development of a longer-term retail incubator, encouraging concepts of all types to experiment with physical retail in Downtown Dallas.”

Unbranded was co-founded in 2014 by Bryan DeLuca, co-founder of Foot Cardigan, and Matt Alexander, former founder of Edition Collective, as a means to provide free retail and event space to local creators during the holiday shopping season. After a successful first year in Deep Ellum, Unbranded partnered with DDI and has since enjoyed two consecutive years on Commerce Street and Main Street, respectively.

“Over the years, DDI has been a phenomenal partner for Unbranded,” commented Matt Alexander. “With Bryan and I running our own full-time companies, the DDI team stepped up, identified amazing spaces, and coordinated much of the day-to-day. Now, with Bryan and I remaining busy, we felt it would be the perfect time to formally handover the reigns of this project to our partners at DDI. With their focus and support, we believe Unbranded will truly have the opportunity to deliver on the full scope and extent of the original concept: providing an accessible framework for creators of all types to experiment with physical retail in under-served parts of the city.”

“Unbranded deserves full-time attention to aid it in becoming a bigger asset to the city and its creative community,” added Bryan DeLuca. “With DDI at the helm, we feel confident that’s precisely what’ll happen. Matt and I both remain excited to be involved in the curation of the vendors and the overall trajectory of the concept, but even more excited, now, about what it might become under DDI’s leadership.”

Bryan DeLuca and Matt Alexander will remain involved in the project, aiding with the selection of vendors and, this year, curating a weekly gift guide of their favorite items on display at Unbranded. The team is hopeful a few fan favorites from previous years will be returning for 2017.

Unbranded 2017 will be located in the historic Dallas Power & Light Building at 1508 Commerce Street and will be open for business Thursdays through Saturdays from November 30 through December 16. Each week, there’ll be eight participating vendors, in addition to free gift wrapping, wi-fi, coffee, drinks, and more. Beyond its walls, DDI will be running their annual Wanderland programming, including movie nights, live music, holiday decoration demos and classes, lights and decor around Downtown, and more.

Applications for Unbranded are now open. Vendors must apply to participate by November 8th at weareunbranded.com. Space for selected vendors will, as always, be free.


About Downtown Dallas, Inc.

Downtown Dallas, Inc. is the primary advocate, champion, and steward for Downtown, effecting change by developing  strategies, setting targets, and mobilizing resources that:

  • Stimulate a vibrant and sustainable Downtown environment
  • Improve infrastructure
  • Enhance economic competitiveness
  • Create a culturally inclusive urban center
  • Position the area as a global destination
  • Foster innovation and technology in all aspects of the urban experience

Our program areas include: public safety; capital improvements; maintenance; economic development; public policy; planning/transportation; and marketing.  For more information, visit www.downtowndallas.com

About Wanderland

Wanderland is a Downtown Dallas, Inc. holiday initiative, including holiday decor at Main Street Garden, Pegasus Plaza, and Belo Garden, movie nights, live music, and holiday decorating demos and classes.

About Unbranded

Unbranded is a retail and event experiment, providing free space to entrepreneurs, artists, photographers, chefs, and more. It was founded in 2014 by Bryan DeLuca and Matt Alexander and is now operated by Downtown Dallas, Inc.



Get To Know: Charming

Nestled in Bank of America Plaza, Charming is changing Dallas one arrangement at a time! Alicia Aguilar has merged her love for florals, planning, design, and paperie all into one!

Five years ago, Alicia decided to start Charming in order to get back to her creative side. She originally wanted to offer only floral design and wedding and event planning. However, Alicia caught the attention of the Bank America Plaza by bringing a beautiful flower arrangement to her mom’s office. An office manager loved Alicia’s arrangement so much that they asked her to come run a flower and gift shop in the bottom of the building.

In March of 2015, Alicia decided to take a leap of faith and leave her full-time job to open Charming Boutique. Alicia shared, “One of the scariest things about opening up this space was leaving your job security and insurance. However, we have this built in walking traffic every day! Having this customer base that we never would have reached in the first place has grown our business so much!”

When asked what she loved most about being in Downtown Dallas, Alicia responded, “I love the neighborhood feel that I get Downtown. It feels very homey, you see the same faces and you get to know people.” She continued, “For me, business is personal and I care about what’s going on in your life and they in turn care about what’s going on in mine and I feel very connected to Downtown Dallas in that way”

This past August, Alicia decided to relaunch Charming to merge both the boutique and her wedding and event planning services. Charming now has a new custom website, online store, and a growing team!

For a chance to win a gift card to Charming, click here: Charming Giveaway and make sure you follow us (@downtown_dallas) and Charming (@charmingfloralsfinds) on Instagram! For

more information on Charming, visit www.youarecharming.com

For more information on all things to eat, see, and do Downtown,

visit http://www.downtowndallas.com. And for a comprehensive list of Downtown events,

visit events.downtowndallas.com.


Charming is located at:

Bank of America Plaza

901 Main Street | Suite C126

Dallas, Texas 75202