Taos Lifestyle companions with artistic company to deepen retailer’s identification

TAOS, N.M. — Taos Lifestyle, the modern residence furnishings and way of life retailer right here, has partnered with Benthouse Creative to assist remodel the 24,000-square-foot retailer right into a full-scale expertise, in line with proprietor Mary Domito, higher identified round city as “Mattress Mary.”

Benthouse Creative, additionally based mostly in Taos, is a artistic company specializing in branding, design, advertising and marketing and community-focused campaigns. The collaboration marks a brand new part within the evolution of Taos Lifestyle — already identified for mixing Southwestern appeal with up to date fashion and a buying expertise in contrast to every other.

In November 2023, Domito opened the doorways to the expansive retailer, which she had been reimagining since 2021 after buying what was as soon as an area restaurant. Her imaginative and prescient? To create a retail vacation spot that’s as a lot about expertise as it’s about product. And that imaginative and prescient is flourishing.

Today, Taos Lifestyle presents not solely a curated collection of furnishings, residence décor, mattresses, home equipment and items, but additionally reside music, an artwork gallery and — quickly — meals vans and group occasions. Now, fueled by her status for pushing boundaries, Domito is taking issues one step additional with the launch of a daring new initiative: Taos State University.

The inspiration behind TSU has roots in a beloved Midwestern custom. In the Seventies, two brothers, Herman and Emil Richter of Iowa, started promoting T-shirts as a aspect hustle. One day, with a wink to their native Lake Okoboji, they created a shirt for a fictional “University of Okoboji.” It caught on — quick. Locals and guests alike embraced the joke, carrying university-branded gear and even placing bumper stickers on their automobiles that learn, “Keep Our University Clean.”

What began as a playful prank changed into a cultural phenomenon and finally a full-fledged cottage business. Today, the University of Okoboji stays a widely known image of Iowa lake life and group spirit. The model has generated revenue, created goodwill and supported charitable and group occasions for many years.

“I loved that story,” Domito mentioned. “It stuck with me. It was creative, funny, inclusive — and it built something real out of something fictional. That’s what we want to do with Taos State University.”

Domito describes TSU as “the cool club where everyone is welcome, everyone graduates and we get to build the narrative, build our brand and do lots of philanthropic initiatives.”

The faculty’s mascots — and model ambassadors — are two prairie canines named Dodge and Mable. “Prairie dogs are a very common sight here in Taos,” Domito mentioned. “They’re highly social, intelligent, scrappy little survivors — much like the people who live in Taos.”

While nonetheless finalizing plans, Domito mentioned, “I think we’re gonna try and make life-size models of the final versions for a selfie wall in the student union within the gift shop.”

Taos State University will function a playful however significant platform for group connection, merchandise, storytelling and giving again. The retailer is at present choosing native schooling and community-focused teams to help as a part of TSU’s mission.

Looking forward, Domito and Benthouse Creative are planning a 5K run that may start and finish at Taos Lifestyle — simply one in every of many upcoming occasions aimed toward deepening the shop’s identification as a gathering place and artistic hub.

“We’re proud to work with another Taos business that gets what we’re about,” Domito mentioned. “Benthouse Creative brings a fresh perspective that’ll help us tell our story better and reach more people in new ways.”

“Taos Lifestyle is already a Taos landmark in its own way,” mentioned Diggy Lloyd of Benthouse. “We’re just helping it step into that identity more fully — not just as a place to shop, but as a place to go, to experience and to come back to.”