For years, Minky Couture was the ultimate “if you know, you know” secret of the Intermountain West. In 2009, Sandi Hendry founded Minky Couture after creating a luxurious oversized blanket to comfort her daughter during a lengthy hospital stay. The blanket quickly expanded from a few handmade blankets to a thriving business built on warmth, compassion, and comfort. In early 2026, the company decided it was time to take that cozy, hometown energy and inject it straight into the loudest, fastest, most chaotic city on earth: New York City
They didn’t just buy a standard digital screen in Times Square that blinks for six seconds and vanishes. Instead, they opted for something tactile, permanent, and inherently artistic. They commissioned massive, hand-painted wall murals in the heart of Manhattan’s trendiest neighborhoods. First at the bustling corner of Baxter and Hester Street, and later at the intersection of Crosby and Howard. The contrast was immediate. Against the rugged, historic brick walls and iron fire escapes of SoHo and Chinatown, teams of artists from InVision Outdoor spent days on scaffolding, carefully bringing the billboards to life by hand, brushstroke by brushstroke. While the rest of the city rushed by in a blur of yellow cabs and gray pavement, the mural slowly bloomed into a bold bend of color and texture, echoing the soft, luxurious comfort that has become synonymous with Minky Couture’s Hugs blankets.
The Giveaway- A feeling of Connection
On social media, the anticipation built like a drumbeat. TikTok and Instagram videos tracked the progress of the painters, showing the scale of the massive artwork. But the real magic happened when Minky Couture announced a pop-up giveaway, inviting visitors to the hand-painted mural at the corner of Baxter and Hester streets to take a photo and receive one of 200 complimentary blankets.
On the morning of the event, New Yorkers proved that no matter how cynical or fast-paced the city gets, nobody turns down the promise of ultimate comfort. Hours before the giveaway began, a line had already formed beneath the towering mural. Students, families with young children, local SoHo residents, and visitors from around the city gathered together, chatting with strangers and sharing in the anticipation of the event.
When the blankets were distributed, the atmosphere quickly shifted from curiosity to connection. Locals and visitors wrapped themselves in Minky Couture’s signature Hugs blankets, posed for photos in front of the artwork, and shared their experiences online. Conversations sparked between people who had never met, while smiles, laughter, and conversation spread through the crowd.
For several hours, the busy Manhattan intersection became more than just a city street. It served as a gathering place where art, comfort, and community came together—reflecting the values that have defined Minky Couture since its founding: bringing warmth, connection, and a sense of care to those around them.
Why Paint Matters
By choosing hand-painted murals over digital screens, Minky Couture managed to do something rare for an out-of-state brand trying to make it in NYC: they respected the landscape. The billboards not only showcased the company’s focus on luxurious comfort, but also became shared points of interest that drew together locals, visitors, and passersby in moments of connection.
Even after the giveaway ended and the blankets were claimed, the murals remained in place as lasting additions to the neighborhood. In a fast-moving city, the artwork stood as a communal landmark—inviting people to pause, engage, and experience a shared sense of warmth in the urban environment.