The Downtown Boston Alliance (DBA), in partnership with property owner Gazit Horizons and Boston-founded streetwear brand Madrugada, is transforming an empty storefront at 39 Winter Street into a two-week retail activation that demonstrates how temporary uses can energize Downtown Boston. The pop-up, “No Grey Area,” runs August 8–16 and is open to the public daily from 10:00 a.m. to 6:00 p.m.

Temporary activations like this one help property owners showcase available space, give entrepreneurs an affordable opportunity to test Downtown Boston as a retail market, generate foot traffic for neighboring businesses, and create a more vibrant streetscape as local stakeholders pursue long-term leasing opportunities. 

This installment of the program features Madrugada, a streetwear brand with deep Boston roots, founded in Roxbury. Created by Nan James, a Peabody Award-winning and Emmy-nominated television producer, Madrugada began as a small line of hats and t-shirts and has grown into a label with a loyal following. The “No Grey Area” pop-up and sample sale marks the brand’s first storefront presence in Downtown Crossing. 

“Activating vacant storefronts isn’t about simply filling space—it’s about proving what’s possible in Downtown Crossing,” offered Michael J. Nichols, President of the Downtown Boston Alliance. “Partnering with thoughtful owners like Gazit to host an exciting, homegrown brand like Madrugada turns temporarily empty windows into platforms for talent and immediate foot traffic. Investing in pop-ups matters because it keeps our retail core agile, invites people back, and sets the stage for permanent ground-floor success.” 

“Downtown Boston has always been a staple in my life, said Nan James, Founder/Owner of Madrugada. “Growing up, I would shop downtown for new sneaker releases and albums, go to the movies, and I spent a lot of time in the Corner Mall. It’s nostalgic and full-circle to now have my own business temporarily in Downtown Boston. I hope this residency gives today’s kids and my peers a glimpse of the excitement we used to feel. It’s a new day and I want to bring that sense of hope back to my community.” 

“As downtown Boston continues to evolve and thrive, we believe that welcoming new entrepreneurs into the neighborhood is essential to its long-term success,” said Amy Tetreault of Gazit Horizons. “While national brands play an important role in generating foot traffic, emerging concepts like Madrugada create opportunities to surprise and delight customers — giving them a reason to return again and again in search of something new.” 

The activation reflects the Downtown Boston Alliance’s growing economic development work through its Level Up Downtown Initiative, which works with property owners, entrepreneurs, businesses, artists, nonprofits, and cultural organizations to match vacant spaces with uses that strengthen Downtown. In just three years, the DBA has placed more than two dozen businesses in both long-term and temporary leases to activate storefronts in Downtown Crossing and the Financial District, contributing to the reduction of retail vacancy by more than 44 percent. Foot traffic in the DBA’s service area is now at its highest since the pandemic, with weekend foot traffic exceeding pre-pandemic levels.  

MEDIA CONTACT 

For information and interviews about the opening of the Madrugada pop-up and other activities in Downtown Boston, contact Liz Sullivan (617-335-3856) or Sonia Birla (617-261-1458).