Design enthusiastically embraces hands-on exploration
PIRCH SOHO | New York
size: 30,000 sf
completion: May 2016
photos: Mark A Steele
Shop! member FITCH contributed to the architecture, design, and store fixtures
CONCEIVING A JOYFUL JOURNEY AROUND THE THEMES OF “DREAM, PLAY, CHOOSE, LIVE,” this flagship store’s activated, multisensory experience allows customers to try-before-they-buy while exploring hands-on vignettes spanning three floors inside a historical space.
Incorporating the existing brick walls and large structural wooden beams into the design enhances and honors the centuries-old building. Reimagining the remains of several odd-shaped, carved out stairwells into small-scale, activated vignettes highlights the architecture.
Dispensing handcrafted coffee and inspirational messages, the journey begins at the Bliss Cafe. Continuing on multiple shopping paths, experiences include firing up grills, testing shower fixtures, and attending cooking events inside two fully-functional demonstration kitchens. “Celebration walls” weave clever stories with product history to provide an extra fun, learning component. Demystification stations serving as playful decision trees further assist guests. Highlighting the top floor, the Connected Loft showcases cutting-edge technology within the interactive setting of a loft apartment.
Other features include:
- Scaling vignettes to meet the needs of urban consumers
- Etching brand promises in wood, stone, and metal
- Offering curated brand lifestyle merchandise at a shop-in-shop
Complementing the diversity of vignettes, materials include engineered quartz for counters and surfaces, glass tiles in the lab kitchen and sanctuary, and tackable fabric walls in the planning rooms. Compelling window displays in the bath and kitchen vignettes provide an elegant residential aesthetic. Ceiling elements and linear trough lighting throughout the vignettes add refined elegance. Taking into consideration the moving of heavy products, porcelain floors provide an elegant, durable solution.