ROOQ Fine Art and Custom Framing started out as merely a concept in the mind of it’s owner, Jawed Farooqi, brewing into a dream over several years; he wanted to create an open and luxurious space to accommodate his clients general framing needs, while simultaneously showcasing the work of local artists he’d met in the industry over the last 15 years. In 2012, this concept became a reality as he single-handedly built his dream space. The shop, located on E. 4th St. in NoHo, has vaulted ceilings and floor to ceiling windows, making the space bright and welcoming. The white/gray wood flooring, large white walls, and a brick wall (fondly named “The Brick”) offer the perfect backdrop to exhibit unique and varied works of art. One merely has look in the window to see Jawed’s craftsmanship and detail orientation in the large work table he hand-crafted, or in the ten foot high framing closet, built from the ground up, featuring a selection of over 3,000 frames! Whatever your budget, your home furnishings, your personal taste, your mother-in-laws taste, your office decor, ROOQ has a frame to serve your needs. So what separates ROOQ from other stuffy frame shops or expensive art galleries or (oh, the horror!) hectic frame/art galleries? Jawed’s attention to his customers, a critical eye for color and texture, and a ceaseless desire to offer the very best service at the most competitive price!