Boutique, gallery and event space fills former Rockford Roasting Co. in downtown Rockford
By Kevin Haas
Rock River Current
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ROCKFORD — A locally owned art gallery, boutique and event space has relocated into the former home of Rockford Roasting Co. near the corner of North Main and Mulberry streets in downtown.
VPW Studios took over the space at 206 N. Main St. toward the end of April. The site was home to Rockford Roasting Co.’s original location for nearly nine years before consolidating at 416 S. Main St. in March 2023. The space was then briefly Hello Beautiful Flowers & Events.
“I used to go to Rockford Roasting Co. and I loved their culture. Their culture is community-driven, where you can you just come, meet new people and have a good time,” said Victoria Whittley, a Rockford native and the owner of VPW Studios. “When we saw that the venue was open, I was like I want to continue that culture. That culture of community, and just add a dab of creativity.”
VPW Studios sets out to help budding entrepreneurs and the creative community flourish. There is a do-it-yourself station to help entrepreneurs and other creative minds design shirts, hats and totes. It has a book nook for book clubs and an art gallery that includes a “youth artrepreneur” space to allow young artists to sell their work and learn the business side of art.
The loft space can be rented for private events, and VPW hosts its own regular events including monthly karaoke, kids karaoke and R&B nights. It also offers business consulting services.
“We work with a lot of entrepreneurs and my vision and my dream would be to see them successful as we grow,” Whittley said.
VPW, which is an acronym for Visionaries Preparing for War, started three years ago at the CherryVale Mall. It then relocated to 132 N. Church St. in the former Parthenios before moving into its new space.
“We’re more than four walls,” Whittley said. “We want to branch out of just Rockford and get to the surrounding areas and the surrounding cities.”
About | VPW Studios
Where: 206 N. Main St., Rockford
Hours: Noon to 6 p.m. Wednesday-Saturday; closed Sunday-Tuesday
Reoccurring events: Kids karaoke at 6 p.m. the second Sunday of each month; adult karaoke at 7 p.m. the fourth Sunday of each month; R&B night at 7 p.m. the second Wednesday of the month
On Facebook: HERE
On Instagram: @vpwstudiorkfd
Website: vpwstudio.net
This article is by Kevin Haas. Email him at khaas@rockrivercurrent.com or follow him on X at @KevinMHaas or Instagram @thekevinhaas and Threads @thekevinhaas
