Caitlin Brubacher is a self-taught framer who started her custom framing business out of the Brooklyn flea market, Artists and Fleas. Based on its success, she opened her first Toronto storefront in June 2014. But there’s one thing that’s different about this store—it’s not strictly a store.
“Is it a gallery or is it a store? Well, who cares? We’re both,” says Caitlin. “It’s an experience shop. It’s a place that you can go and enjoy art.”
There’s no shortage of “experiences” at Elephant in the Attic. Caitlin encourages visitors to interact with the space. The books and artwork around the peripheral edges of the store aren’t displayed strictly as merchandise—instead, they’re organized by themes and are meant to be browsed through as one might do in an art gallery. The Self Help exhibit, for example, features prints organized into sections such as Manifest, Actualize, Confess and Exercise.
Visitors are also invited to relax in an audio-guide listening area at the back of the store, while readings are regularly presented in the front window. And like an art gallery, the “exhibits” at Elephant in the Attic are constantly evolving within the space. The theme changes twice per year, so visitors have a completely different experience every time they enter the shop.
