Cyberspace to Real Space: Eye-Opening Lessons in Going Analog

Embarking on the experiment of opening SPRUCE was akin to plunging headfirst into an abyss of uncertainty for Bonnapart Galeng and me. Partly deviating from the familiar confines of Design For Tomorrow , a creative consultancy where we both worked for years, we ventured into the realm of passion projects: a gallery dedicated to celebrating zines and independent magazines from around the world. Our knowledge of retail was scant, but our love for print media was unwavering. We leaped, believing that a niche audience existed in Manila amidst the digital deluge, much like us, who cherished the tactile experience of printed publications.

Nearly ten weeks unraveled like a blur since our tentative beginnings, and the response has been encouraging. The outpouring of support, camaraderie, and enthusiasm has reaffirmed our faith in the power of going against the grain. Here are five unanticipated early lessons we've gleaned along the way:

01. UNIQUENESS REIGNS SUPREME: In a landscape saturated with mundane digital content, the allure of the unconventional is irresistible. Our gallery's focus on obscure and distinctive titles has resonated deeply, underscoring the enduring appeal of independent creativity.?

02. COMMUNITY THRIVES ON AUTHENTICITY: Embracing our vulnerability and admitting our ignorance about retail operations paradoxically galvanized our growing little community. We forged genuine connections with fellow print enthusiasts through transparency and humility, fostering a sense of shared purpose and solidarity.

03. YOUTH EMBRACES SUBSTANCE: Contrary to stereotypes, the younger generation exhibits a voracious appetite for substantive content. The prevalence of Gen Z patrons buying smart publications like The Paris Review and Monocle defies conventional media babble and trend forecasters, highlighting their thirst for knowledge and inspiration.

04. DISCOVERY IS INVALUABLE: The thrill of exploration transcends mere consumerism. By curating a selection of unknown gems and recounting our encounters with independent publishers, we've transformed our modest gallery into a beacon of discovery, enticing patrons to embark on their own reading adventures.

05. INSPIRATION TRANSCENDS TRANSACTION: Strangely, for us, success lies not in sales figures alone but in the intangible moments of inspiration we kindle. Whether it's igniting a young designer's aspirations or witnessing the sheer joy of discovery in a visitor's eyes, these encounters underscore our endeavor's rewarding impact.

We eagerly anticipate our formal opening soon, accompanied by a photography exhibit. A sense of assurance has supplanted our apprehension. We've garnered ample validation that in an increasingly digitized world, the allure of the physical realm endures. Spruce Gallery is slowly evolving into a haven for kindred spirits, united by a shared reverence for the tangible, the tactile, and the transformative power of print

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May I invite you to follow Spruce online?

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