by TAOS, N.M. — Taos Lifestyle, the innovative home furnishings and lifestyle store here, has partnered with Benthouse Creative to help transform the 24,000-square-foot store into a full-scale experience, according to owner Mary Domito, better known around town as “Mattress Mary.”
Benthouse Creative, also based in Taos, is a creative agency specializing in branding, design, marketing and community-focused campaigns. The collaboration marks a new phase in the evolution of Taos Lifestyle — already known for blending Southwestern charm with contemporary style and a shopping experience unlike any other.
In November 2023, Domito opened the doors to the expansive store, which she had been reimagining since 2021 after purchasing what was once a local restaurant. Her vision? To create a retail destination that is as much about experience as it is about product. And that vision is thriving.
Today, Taos Lifestyle offers not only a curated selection of furniture, home décor, mattresses, appliances and gifts, but also live music, an art gallery and — soon — food trucks and community events. Now, fueled by her reputation for pushing boundaries, Domito is taking things one step further with the launch of a bold new initiative: Taos State University.
The inspiration behind TSU has roots in a beloved Midwestern tradition. In the 1970s, two brothers, Herman and Emil Richter of Iowa, began selling T-shirts as a side hustle. One day, with a wink to their local Lake Okoboji, they created a shirt for a fictional “University of Okoboji.” It caught on — fast. Locals and visitors alike embraced the joke, wearing university-branded gear and even putting bumper stickers on their cars that read, “Keep Our University Clean.”
What started as a playful prank turned into a cultural phenomenon and eventually a full-fledged cottage industry. Today, the University of Okoboji remains a well-known symbol of Iowa lake life and community spirit. The brand has generated income, created goodwill and supported charitable and community events for decades.
“I loved that story,” Domito said. “It stuck with me. It was creative, funny, inclusive — and it built something real out of something fictional. That’s what we want to do with Taos State University.”
Domito describes TSU as “the cool club where everyone is welcome, everyone graduates and we get to build the narrative, build our brand and do lots of philanthropic initiatives.”
The school’s mascots — and brand ambassadors — are two prairie dogs named Dodge and Mable. “Prairie dogs are a very common sight here in Taos,” Domito said. “They’re highly social, intelligent, scrappy little survivors — much like the people who live in Taos.”
While still finalizing plans, Domito said, “I think we’re gonna try and make life-size models of the final versions for a selfie wall in the student union within the gift shop.”
Taos State University will serve as a playful but meaningful platform for community connection, merchandise, storytelling and giving back. The store is currently selecting local education and community-focused groups to support as part of TSU’s mission.
Looking ahead, Domito and Benthouse Creative are planning a 5K run that will begin and end at Taos Lifestyle — just one of many upcoming events aimed at deepening the store’s identity as a gathering place and creative hub.
“We’re proud to work with another Taos business that gets what we’re about,” Domito said. “Benthouse Creative brings a fresh perspective that’ll help us tell our story better and reach more people in new ways.”
“Taos Lifestyle is already a Taos landmark in its own way,” said Diggy Lloyd of Benthouse. “We’re just helping it step into that identity more fully — not just as a place to shop, but as a place to go, to experience and to come back to.”
