Stewart-Schafer kept the unique original details of the 100 year old building and customized all of the furnishings in the space including the reception desk, bar stools, two custom sofas, lounge chairs, dining chairs, curtains, and a beautiful brass bar shelf for a refreshing modern interpretation.
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Japanese artist Shuji Mukai was commissioned to hand-paint three columns within the store, with a design that relates directly to the gutai art movement popular in the 1950s and 60s. Peter Marino angled the wall behind the columns to make the artwork a focal point, while simultaneously re-directing circulation. In addition, Italian artist Giuseppe Penone has installed pieces made of molded leather and bronze — materials employed to lend the scheme a “natural ruggedness”.
The showroom is the most public of the interior spaces, it was designed to emulate an almost home-like atmosphere, including white display cases for coffee-making equipment, books, and promotional items, The room is defined by a hardwood floor in contrasting natural wood and dark espresso stains, and two narrow white countertops that serve as meeting and display tables.
The interior is inspired by the functional aesthetic of american high school stadiums, and as such it features a tunnel entrance, stands for live-game viewing on big screens, locker rooms instead of dressing rooms, and track and field areas where avid shoppers can test and experience products. To signal the brand’s embrace of environmental principles, sustainability is very much at the core of the design.
Joints between light boxes that span across the ceilings follow the white steel beams. The signature chunky oak wood tables below are also oriented to echo these lines. Features include a large 6K video screen for product demos and entertainment, and cube seats that can be moved around during workshops and presentations.
The interior design, created by Giancarlo Valle. The New York-based architect thoroughly redeveloped the premises, retaining pivotal architectural elements such as the steel support beams, while inserting white oak-framed fixtures on either side to add a heightened sense of intimacy to the voluminous space.