Mercury Store

What Mercury Store does

Mercury Store operates a 16,000 square foot converted metal-foundry warehouse in Gowanus, Brooklyn, functioning as a physical lab space for NYC-based theatre artists. Its core product is structured access to four studios (Studio A, B, C, D, plus a combined Studio B/C configuration) along with bundled programming that supplies lead artist fees, actor companies, stage managers, materials budgets, and artistic dialogue. The portfolio spans three integrated revenue lines: Project Week one-week residencies for directors, choreographers, and devisers; a Training Program tier with subsidized workshops priced at $20 per panel, $35 per single session, and $60 per two-session workshop plus the application-only Directing Technique program; and studio rentals for theatrical rehearsals and workshops at discounted rates for non-profits and individual artists. A separate adjacent venue, OneThirtyOne, is rented for weddings, parties, and corporate events, extending the facility into commercial event use.

The business model is community-led and physical-asset-driven rather than technology-driven. Go-to-market relies on direct outreach (inviting artists to productions, workshops, and work-in-progress showings), Eventbrite for class registration, listings on industry job boards (Playbill, Artsearch, NYFA) for hiring, and a closed application process for residencies and longer programs. Customer segments are diversified across NYC theatre artists (primary), emerging artists seeking training (secondary), non-profit organizations and individual artists seeking rehearsal space (secondary), and corporate/social event planners using OneThirtyOne (secondary). There are no disclosed funding rounds, no parent company, no app or API, and no technology stack beyond a Squarespace website and Eventbrite ticketing, consistent with a small arts nonprofit-scale operation running on a combination of earned revenue, likely donor and institutional support, and subsidized artist compensation.

Name

Mercury Store

Website

https://mercurystore.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Mercury Store is a Brooklyn-based physical lab space and artist residency program that provides NYC theatre artists with studio space, project residencies, subsidized training, and event rentals in a 16,000-square-foot Gowanus warehouse.

Ownership category

akta.pro rank

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Facility Rentals: Studio rentals for theatrical rehearsals and workshops, with discounted rates for non-profit organizations and individual artists. They do not rent for performances with ticketed audience attendance. Additional venue rental for weddings, parties, and corporate events at OneThirtyOne building.
2. Training Programs: Workshops offered at subsidized rates ($20 per panel, $35 for one session workshop, $60 for two session workshop). Application-only longer programs like Directing Technique. Classes open on first-come, first-served basis.
3. Project Week Residencies: One-week project residencies for NYC-based theatre artists that include fee for lead artist, workspace, company of actors, budget for theatrical materials and collaborators, and artistic dialogue.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Mercury Store provides NYC theatre artists with people, space, and time to develop work in three dimensions. Its core offering is a 16,000 sq ft Gowanus, Brooklyn warehouse containing four studios available for theatrical rehearsal and workshop rentals, supplemented by one-week Project Week residencies that bundle artist fees, workspace, an acting company, and a materials budget, plus subsidized Training Programs and the application-only Directing Technique program. The adjacent OneThirtyOne building is also rented for weddings, parties, and corporate events.

Product overview

Mercury Store is a lab space and artist residency program providing NYC theatre artists with physical space, time, and community to develop their artistic practice in three dimensions. The core offering consists of four studios (Studio A, Studio B, Studio C, Studio D) within a 16,000 square foot converted warehouse in Gowanus, Brooklyn, available for theatrical rentals (rehearsals and workshops) and event space. The portfolio also includes Project Weeks (one-week residencies for directors, choreographers, and devisers), Training Programs (subsidized workshops and the application-only Directing Technique program), and the OneThirtyOne event space for weddings and corporate rentals. Supporting resources include an acting pool and stage management roster available for productions.

Differentiator

Problem solved

Functional benefit

Products and services

• Project Weeks One-week project residencies for NYC-based theatre artists including directors, choreographers, and devisers. Each residency bundles workspace, a company of actors, a budget for theatrical materials and collaborators, and structured artistic dialogue.
• Training Programs Subsidized open-enrollment workshops covering artistic practice (directing fundamentals, independent producing, rehearsal processes) and practicalities of the life of an artist (unions, unemployment). Workshops are priced at $20 per panel, $35 for a one-session workshop, and $60 for a two-session workshop, and classes are listed on Eventbrite.
• Directing Technique Program An application-only multi-week program for early career directors who are not currently in undergraduate or graduate programs. The class strengthens directorial practice, builds feedback skills, and builds artistic community, meeting over five Monday evenings led by Mercury Store staff.
• Theatrical Studio Rentals Studio rentals of Studios A, B, C, D (and the combined B/C space) for theatrical rehearsals and workshops at the Gowanus, Brooklyn warehouse. Discounted rates are available for non-profit organizations and individual artists; ticketed performances are not permitted.
• OneThirtyOne Event Space An adjacent building managed by Mercury Store, available for rent for weddings, parties, and corporate events, with information hosted at onethirtyonebrooklyn.com.
• Acting Pool and Stage Management Roster A curated roster of current acting pool members, alternate actors, stage managers, and alternate stage managers available for project residencies and theatrical productions at Mercury Store.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• EventbriteminorGTM or Marketing PartnerEventbrite is used as the registration platform for Mercury Store's class offerings and workshop registrations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HERE Arts Center: SoHo-based multi-venue performing arts lab that supports NYC experimental theater makers through residencies, development space, and original work. Comparable mission and programming model (artist-driven development, multi-studio venue, subsidized access) though older and with a larger footprint.
• The New York Neo-Futurists: NYC ensemble producing original short-form theater from a pool of resident performers in a dedicated studio venue. Comparable as a small-team experimental-theater ensemble sharing operational practices and talent with Mercury Store (its Technical Director is on Mercury Store's staff).
• Target Margin Theater: Brooklyn-based experimental theater company focused on re-developing classic and contemporary work through an in-house residency lab. Comparable as a small-footprint NYC experimental-theater development space sharing artistic lineage with Mercury Store (Producer John Del Gaudio is an associated artist).
• The Flea Theater: Downtown NYC experimental theater company with in-house acting ensemble, residency-style development of new work, and dedicated studio space for devised theater. Comparable because both operate curatorial development programs that integrate a resident acting pool for emerging directors.
• Dixon Place: NYC nonprofit performance and rehearsal lab supporting experimental theater, dance, and performance artists with residencies and low-cost studio access. Comparable as a small-team artist-development venue serving the same NYC experimental-theater cohort Mercury Store targets.
• The Bushwick Starr: Brooklyn-based nonprofit theater and rehearsal/lab space serving emerging NYC directors and devisers with residencies and performance programming. Directly comparable as a Gowanus-adjacent Brooklyn lab venue with overlapping artist community and shared talent pool (Mercury Store's producer is a former Starr producing director).
• The Performing Garage: NYC theater development space founded as an alternative to commercial theater, supporting ensemble-driven original work through residencies and studio access. Comparable as an NYC lab venue with a similar artist-development philosophy and curricular-adjacent programming.

Broad incumbents

• 59E59 Theaters: Midtown-based multi-venue off-Broadway complex offering subsidized rental and production services to independent NYC theater makers. Comparable business line (studio/venue rentals plus operational support) but operates at a far larger scale with ticketed performance programming Mercury Store does not offer.
• The New Victory Theater: NYC's oldest performing arts theater and a major provider of studio rental and youth arts training programs in Manhattan. Comparable because General Manager Megan Patterson previously worked there and it shares Mercury Store's hybrid revenue model of facility rentals plus training/workshop programming.
• Baryshnikov Arts Center (BAC): NYC residency center providing subsidized studio space and resources to international and emerging performing artists across disciplines. Comparable as a high-profile lab/residency model with similar curated application processes, though focused on dance and performance more broadly than theater.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/mercury-store

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mercury Store