The design of the Alessi Flagship store in Soho New York creates a new identity for the Alessi brand and increases its global presence with the launch of this first US based store. Asymptote designed of the store’s interior architecture to reflect the brand’s unparalleled reputation for innovation, quality and engagement in everyday life.
As the Soho site is deep and relatively narrow Asymptote developed a sequence of spaces that are characterized and delineated by a geometric manipulation of the walls and ceiling that progresses through the length of the space. Integrated with the faceted geometry of the walls and ceiling, ‘bands of light’ are spaced at regular intervals throughout the store and function primarily as spatial thresholds between one interior module and the next.
Beyond the mandated display of merchandise within the store’s interior Asymptote designed a café, a bar as well as a small exhibition area, thereby transforming an otherwise conventional retail program into a multifaceted environment that engages the customer in unique ways. The storefront window itself, both propels the space of the store out into the urban environment while on the interior it extends and merges spatially with the adjoining exhibition area.
Here at the store entrance iconic pieces from Alessi’s extensive repertoire are exhibited in illuminated molded display modules inserted seamlessly into the walls. The design of the café is also integrated into the architecture of the store with recessed café seating and an articulated 3D milled counter that is set against a large scale custom designed wall graphic.
This wall graphic along with the store’s distinctive packaging, signage and other elements were all designed by Asymptote as part of Alessi’s new branding strategy. Asymptote also custom designed the store’s unique modular display system manufactured by Vitra, that showcases the stores merchandise.