Partners & Spade

Partners & Spade
Company typePrivate
IndustryBranding, marketing, advertising, design
Founded2008
Founder
Defunct2018
SuccessorMythology
HeadquartersNew York, New York, US
Websitepartnersandspade.com

Partners & Spade was a branding studio based in New York City, founded in 2008 by Andy Spade and Anthony Sperduti.[1] The agency worked across disciplines including advertising, retail concepts, branding, experiential marketing, and design.[2][3]

In 2018, the company was rebranded as Mythology, under the continued leadership of co-founder Anthony Sperduti.[4][5]

History

Partners & Spade was established in 2008 by Andy Spade and Anthony Sperduti, and gained recognition for its work with clients such as Warby Parker, J.Crew, and Whole Foods Market. The agency focused on branding, experiential design, film production, and creative retail environments.[3]

Around 2018, the company transitioned into a new agency, Mythology, with Sperduti continuing as a founding partner. Mythology has since taken on clients such as Glossier, Everlane, and Theory, and operates from Downtown Manhattan.[4][5]

Notable work

Partners & Spade has contributed to a variety of brand development and marketing initiatives. In 2013, the agency launched Sleepy Jones, a loungewear line inspired by artists including David Hockney, Pablo Picasso, and Jean Seberg.[6] It also supported the development and branding of Harry's, a men's grooming company, focusing on product positioning and launch strategy.[7][8]

The agency worked with J.Crew to design its first dedicated menswear store, the Liquor Store, in Tribeca, Manhattan.[9] It also developed the first national advertising campaign for Whole Foods, contributing to the brand's strategic and visual identity.[10]

Partners & Spade undertook multiple retail and experiential design projects. It collaborated with Warby Parker on a traveling pop-up shop and on the company's first flagship store in SoHo, as well as retail locations in cities including Atlanta, Boston, and Los Angeles.[11][12][13][14] Other work included the first flagship store for Sonos in SoHo,[15] and the Boerum House & Home concept store in Brooklyn.[16]

The agency also participated in several independent film projects. It produced The Black Balloon, which received the U.S. Short Fiction Award at the 2012 Sundance Film Festival.[17] It developed the story for The Pleasure of Being Robbed, directed by Josh Safdie and selected for the 2008 Cannes Directors' Fortnight.[18] Other film work included Paperboys, a short documentary by Mike Mills,[19] and Dimmer, directed by Talmage Cooley, which was short-listed for the Academy Awards and later archived by the Museum of Modern Art.[20]

References

  1. ^ "Partners & Spade". Retrieved July 5, 2014.
  2. ^ Foster, Tom (April 2014). "How to Create a Cool Brand". Inc. Retrieved July 12, 2021.
  3. ^ a b O'Brien, Glenn (April 27, 2009). "Partners & Spade". Interview. Retrieved July 12, 2021.
  4. ^ a b "Meet an Indie Agency: Mythology". Indie Agency News. September 11, 2019. Retrieved April 12, 2025. Mythology is a rename of the branding agency Partners & Spade.
  5. ^ a b "About – Mythology". Mythology.com. Retrieved April 12, 2025. Founded by Anthony Sperduti, Mythology continues the work he began at Partners & Spade.
  6. ^ Beddie, Alainna Lexie (April 18, 2013). "Sleepy Jones". T Magazine. Retrieved July 12, 2021.
  7. ^ Tschorn, Adam (March 22, 2013). "Meet Harry's, a new online-only go-to for guys' grooming gear". Los Angeles Times. Retrieved April 22, 2013.
  8. ^ Tschorn, Adam (March 23, 2013). "Andy Spade is old-school cool". Los Angeles Times. Retrieved July 12, 2021.
  9. ^ Albo, Mike (September 18, 2008). "A Package Store for Preppies". The New York Times. Retrieved August 23, 2010.
  10. ^ MacVey, Matt (November 18, 2014). "Whole Foods Rolls Out First National Advertising Campaign". Advertising Age. Retrieved July 12, 2021.
  11. ^ Kraemer, Zachary (November 29, 2012). "Warby Parker Converts An Old School Bus Into A Traveling Pop Up Shop". PSFK. Retrieved November 29, 2012.
  12. ^ Miranda, Eugenia (April 11, 2012). "Glasses Menagerie: Warby Parker Celebrates Its First Flagship Store". Vogue. Archived from the original on May 1, 2013. Retrieved April 22, 2013.
  13. ^ Schneier, Matthew (April 11, 2012). "Warby Parker: To See And Be Seen In Soho". Style. Archived from the original on April 14, 2013. Retrieved April 22, 2013.
  14. ^ Cunningham, Caroline (October 30, 2015). "Warby Parker at The Shay Offers Eye Exams and a Photo Booth". Washingtonian. Retrieved July 12, 2021.
  15. ^ Sawers, Paul (July 12, 2016). "Sonos gives a glimpse into its new flagship NYC retail store, featuring 7 custom-built listening rooms". VentureBeat. Retrieved July 12, 2021.
  16. ^ Shin, Nara (July 30, 2014). "Five Favorites From Boerum House & Home". Cool Hunting. Retrieved July 12, 2021.
  17. ^ "Red Bucket Films' Josh and Benny Safdie Premiere The Black Balloon Tomorrow at BAM Cinemafest". Paper. June 22, 2012. Archived from the original on January 4, 2018. Retrieved January 3, 2018.
  18. ^ Kohn, Eric (October 2, 2008). "iW Profile - "The Pleasure of Being Robbed" Director Josh Safdie". IndieWire. Retrieved January 3, 2018.
  19. ^ "Paperboys". IMDb. December 1, 2001. Retrieved July 12, 2021.
  20. ^ "Dimmer". IMDb. January 25, 2005. Retrieved July 12, 2021.
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