Ever since he opened Lake Art, Rob Kobrzynski has grown used to being known as “the guy who’s selling Lake Wallenpaupack stuff.” Over the past decade, the business has become a favorite gift shop repping a Pennsylvania lake that once lacked its own merchandise.
For years, Kobrzynski and his wife Christine Pucciarello fled their corporate jobs in New Jersey for respite in the Poconos destination, Lake Wallenpaupack.
The quintessential shape of Lake Wallenpaupack is now trademarked by Lake Art and a prominent motif in its apparel, accessories, tableware, license plates, wall art and more. “It’s so rewarding as a graphic designer that my art is going into customers’ homes, I see people wearing Lake Art gear and they express their joy and stories,” he says.
Today, Lake Art has evolved into a trio of complementary businesses, including Three Hammers Winery and Milford Wine & Cheese Co. Diversifying offers guests a variety of places to savor the region, each with a curated retail component carrying custom goods.
Kobrzynski says, “It boils down to being truly inspired by the lake.”
Branding a destination lake
Before Lake Art, Kobrzynski would try to find Lake Wallenpaupack gear and decor for their Poconos vacation home and main residence in Jersey. But there was nothing to buy.
People visiting can pick up long-sleeved name-dropped apparel from Lake Art to keep warm while out on Lake Wallenpaupack.
Photos: Harmony Klinkiewicz
A couple of outposts sold namedrop that “lacked creative flair.” There wasn’t a focused boutique that offered proud-to-wear Lake Wallenpaupack products.
Kobrzynski’s graphic design nature kicked into gear and the couple shifted into what-if mode. “Being from New Jersey, we’d go to the boardwalk all the time and there were so many offerings from Cape May hoodies to Seaside Heights mugs and Long Beach Island items,” he says. “You were proud of wearing or having the souvenir because you visited and had a great time.”
Pucciarello suggested to him, “As a hobby, why don’t we open up a shop where you can use your creative skills to come up with different designs and concepts for T-shirts, mugs, decals and photography?”
After asking around, they confirmed from others the Lake Art concept would fill a gap in the market for characteristically Lake Wallenpaupack gifts, too.
The couple dove into the venture, first with a 10-by-10-foot tent display at the annual Lake Wallenpaupack Fest, then a 600-square-foot storefront along the lake in Greentown. Lake Art took off quickly among visitors and locals who became fast fans of Kobrzynski’s Lake Wallenpaupack merch.
The lake-inspired shop eventually relocated to its current location in the Hawley leisure community, where customers can find custom apparel, prints, souvenirs and decorative license plates.
“It boils down to being truly inspired by the lake, whether the photography of beautiful sunsets or moments out on the water boating or fishing,” he says. “It’s a whole Poconos vibe, and its uniqueness has been a driving force for the creative.”
He adds, “We call it, ‘Outfitting your lake lifestyle,’ and people have a sense of ownership when they visit here or own a home here. They want to return home with a souvenir.”
A curated lake map design available in different wall-sized prints (each signed by Kobrzynski) pinpoints popular surrounding attractions and communities. “The poster piece can be framed or given as a gift, and it’s one of our really popular items,” he says.
The lake shape is fashioned into metal cut-out artwork. Cheeseboards, platters, dish towels, throws and pillows, canvas bags, photography and all things Lake Wallenpaupack are artfully displayed in the shop.
The shop offers an array of custom apparel: T-shirts, hoodies, caps, beanies, relaxed-fit beach sweaters galore and more. Items are designed by Kobrzynski.
Since opening Lake Art, the business has expanded to include complementary lines and products from vendors including Town Pride, Exist, L2 Brands, MV Sport, Artisans, Candlefish, Comfortwash and Champion among others.
A couple of years ago at Atlanta Market, the couple sat down with Rewined Candles and developed a proprietary line for Lake Art.
“We selected four different scents that remind of us the lake and came up with different naming conventions and packaging designs for each, from the box to the candle label to the insert card,” says Kobrzynski.
One of the soy wax candles is called Northwest Winds, honoring “breezy lake days” and “the best boat days ever.”
Every product tells a story that is close to Lake Wallenpaupack.
Pairing experiences
Lake Art inspired a complementary venture when the couple happened upon an 1820s farmhouse while cruising from Lake Art to the renowned Woodloch Resort, about 15 miles away from their shop. On the way there, they noticed a quaint property tucked into the woods and the couple shared a look.
Kobrzynski had been taking viticulture and enology classes at Central Pennsylvania's Community College as a hobby.
The what-ifs came back.
“We noticed it had come up for sale and we thought, maybe a winery concept would work because the property is surrounded by a touristy area and there were no other wineries around,” says Kobrzynski, again finding opportunity in a market gap.
The couple acquired the property, converting the existing farmhouse into an event space and transforming the garage into a tasting room. Kobrzynski, his father and a friend completed the renovations by hand.
In 2017, they enlisted in a wine consultant to create 485 cases to prepare for a 2018 opening. Meanwhile, Kobrzynski got to work on label design and logos for apparel, glassware, stickers and wine-related decor, along with some of Lake Art’s gear.
Today, Three Hammers Winery produces about 3,500 cases of wine per year and has cultivated a fan base of 650 wine club members who receive quarterly packages shipped to their doorsteps.
Kobrzynski relies on the same vendors he partners with for Lake Art products that include a variety of apparel, coasters and signage bearing the winery’s trade-marked slogan: Pairs nicely with life®.
A third stop to shop
The trilogy in Lake Art’s story is Milford Wine & Cheese Co., located in a charming, walkable river town just minutes from the couple’s other establishments.
Again, opportunity knocked.
The couple was already considering how to maximize momentum from the wine business and its retail component, building off the Lake Art flagship. “We love wine — and we also love wine and cheese together,” Kobrzynski quips.
A vacant property on the main drag begged for a remodel and entrepreneurial energy. It was just the spot to carry the brand and its products into another Poconos destination.
Customers thirsty for a memento can find one-of-a-kind drinkware at Lake Art.
The couple selected a staple of cheese varieties, many of them local, and has built its repertoire to more than 100 types plus charcuterie for a robust tasting menu, to-go packages and catering options. What’s also in store are displays of jams, sauces and condiments by Blake Hill Preserves, Terrapin Ridge Farms and The French Farm.
The gift shop also offers serving necessities like cheese knives, charcuterie boards and other tableware from brands such as Santa Barbara Design Studio, Mud Pie and Creative Co-Op.
With three distinct yet connected social and retail experiences, every spot offers a mix of merchandise and experiences.
What’s next?
Kobrzynski indicates the Lake Art journey is to be continued. “We’re really into bringing back Main Street USA and inspiring people to shop local,” he says, emphasizing the education they offer customers about Lake Wallenpaupack, wine, cheese and the Poconos region. “It’s all so fun, rewarding and very inspiring.”
