Bernardo After closing his museum store on St. Marks Place in September, the artist James De La Vega says that he is moving toward a “digital experience” for his work and that he is no longer selling his art. Below: Some of Mr. De La Vega’s work.

When last we heard from James De La Vega, he had just closed his museum store on St. Marks Place and was answering questions about why someone was threatening the proprietor who replaced him.

Now, four months removed from the East Village, the iconic street artist told The Local earlier today that he is moving into a new “digital experience,” and that he is no longer selling art.

“America’s moving in a bad direction, in a deeper sense than economics. Right now, we have to focus on building trustful relationships with people,” said Mr. De La Vega. “There’s no interest in selling anything. I’m not doing that now. We are committed to a more powerful message, one that was given to me.” Mr. De La Vega said he’s instead been giving away his art – which is frequently adorned with his slogan “Become Your Dream” – as gifts.

As for plans for another New York store, he said, “We have too many enemies out there. There is no store. For all of 2011, De La Vega will totally be a digital experience. De La Vega will explain his work in a language that you will understand.”

His message, he said, still resonates with his followers. “The De La Vega message is a bigger thing. People are identifying with this concept as a form of fighting,” he said. “It reminds people that they can be powerful and they go out there and create. They don’t have to live within the uniform that life imposes on them.”

He and his team are in “a total planning process. Right now, I’m building a powerful team to continue into our next phase. There’s a story going on.”

Suzanne Rozdeba Amy Sidney, inside her St. Marks Place store earlier this month, said that she was threatened Saturday by someone who was apparently upset at the space’s previous tenant, the artist James De La Vega.

Street artist James De La Vega was used to getting threatened in his St. Marks Place museum store. He chalked it up to people not liking his quirky art or his bold messages. But now the new tenants of his former storefront say that they, too, have gotten a taste of those old threats.

Amy Sidney, the co-owner of Junk on St. Marks Place, said a man recently walked into her shop on Saturday and threatened her because he was apparently upset at Mr. De La Vega.

Mrs. Sidney said that a clean-cut looking man, in his late 20s or early 30s, came into the thrift shop at about 8 p.m. and asked if this was “De La Vega’s new place.” Mrs. Sidney said that after she replied no, the man threatened her.

”The guy said, ‘If we find out you have anything to do with him, we’re going to break your windows,’” she recalled. “I was startled, but I tried to play it cool, and said, ‘Go ahead, I have insurance.’ The guy said, ‘Then we’ll keep breaking your windows,’ and walked out.”
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Suzanne Rozdeba Junk, 102 St. Marks Place.

James De La Vega’s funky museum art store has been replaced by Junk.

Amy Sidney, took over the St. Marks Place store as a space to sell her collection of things tossed aside. She calls herself a gatherer of memories, of stories behind the items she personally picks to sell. She calls her thrift store Junk.

The store’s name was created on a simple rule of marketing.

“I studied marketing, and the rule was the acronym KISS – Keep It Simple Stupid. You have two or three seconds to catch someone’s eye. Eve and I came up with ‘Junk.’ We thought, ‘What a great name,’” laughed Mrs. Sidney. The store’s rent and overhead cost come to $8,000 a month.
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