New York’s newest bodega isn’t exactly on the corner, but it’s definitely serving chaos. On Wednesday, October 22, meme-world legend ShitheadSteve (yes, that one, with 7.1 million followers and counting) is opening Steve-Mart, a pop-up somewhere between a convenience store and a fever dream at 95 Rivington Street.
The event officially celebrates the launch of steve-mart.com, giving New Yorkers one night to experience it IRL. Imagine a classic bodega, but curated by the Internet. Expect shelves stocked with the “world’s smallest condom,” dog-pooping puzzles and merch that could only come from the mind of someone who’s been very online for a very long time. If you’ve ever wanted to walk inside a meme, this is your chance. You’ll find hoodies, mugs, hats and assorted “essentials” from the new merch line, all arranged with the loving disarray of your favorite corner store.
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DJ sets will soundtrack the night, hot dogs will be served and there will be scratch-off tickets with who-knows-what inside. (“Winners” and “losers” are probably beside the point—it’s all about the chaos.) The entire thing is equal parts art installation, merch drop and social experiment.
ShitheadSteve (aka Reid Hailey, the CEO of Doing Things Media) is one of the architects of modern meme culture, with a portfolio that includes some of the Internet’s most viral humor accounts. Steve-Mart is his way of bringing that world offline, turning irony into a tangible, bodega-scented experience. (Cat not included.)
Like all good New York pop-ups, expect the usual chaos: long line, loud music and so many influencers you might think the Internet finally closed down for a night. But just remember that this isn’t a normal shopping trip; this is an in-joke for the terminally online come to life.
So, yes, Steve-Mart is selling hot dogs. But it’s also selling nostalgia, absurdity and the kind of humor that can only thrive in a city that’s always just a little unhinged. Don’t forget to bring your sense of humor and maybe a few extra dollars for the smallest condom in the world. Just as a joke!