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Victory Park in Downtown Dallas Jumps on Popups with Limited-run Boutique

CultureMap Dallas
Written by: Teresa Gubbins

One of shopping’s biggest trends has hit Victory Park in downtown Dallas, as the district welcomes its first pop-up retailer, the Dallas-based online brand OETL Co. Founded by Argentina-born, Italy-raised Gisela Borghi-Hocker, OETL Co. stands for Ora et Labora, and features clothes, jewelry, leather goods, and home accessories, handmade by artisans in Italy and Argentina and sourced by Gisela herself.

“At its core, OETL Co. is about preserving global artisanship and bringing it into people’s daily life,” she says. “There are so many designers and artists around the world who are creating incredible wares, using traditional techniques. The resulting products are each a unique work of art with a soul and a story.”

OETL is a pop-up veteran, having popped up in other towns including Houston in spring 2017. The physical pop-up at Victory Park allows for interaction with customers, wherein staff can personally share the story of each product and celebrate the artisans.

Gisela launched her online store OETL in 2015 to introduce luxury products, time-tested techniques, and traditional materials of her Italian and Argentinian heritage. OETL Co.’s products are all hand-selected by Gisela and made by designers and artisans that she has met and befriended throughout her travels. The selection includes this trippy necklace made of paper strips.

The OETL Co. pop-up also features collaborations with other local brands. Hours are Monday-Saturday from 10 am-6 pm. It runs through October 31 at 2404 Victory Park Ln.

As Victory Park’s first pop-up, OETL Co. marks another milestone in the district redevelopment led by owner Estein USA and retail partner Trademark Property Co. As part of these transformation efforts, Victory is undergoing a remerchandising, adding 85,000 square feet of new retail space, and making key district enhancements to evolve into a more authentic urban neighborhood.

Trademark CEO Terry Montesi says they want Victory Park to be the kind of place where people come to discover something new. “Public art, pop-ups, and unique brands like OETL Co. expose Victory Park tenants, residents, and visitors to fresh, emerging ideas and offer a platform for entrepreneurs and artists to showcase their concepts and craft,” he says in a release.

A public art program includes five vibrant murals by local artist Lesli Marshall; an eight-foot steel sculpture in the “V-sign hand gesture by California-based artist Nathan Mabry; and additional pieces rolling out in the coming months, including a large sculpture by Las Vegas artist Tim Bavington, set to be installed this fall near the W Dallas – Victory Hotel.

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