Design enthusiastically embraces hands-on exploration
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. Hands-on vignettes span three floors inside a historical space. Use of the site’s existing brick walls and large structural wooden beams enhances and honors the centuries-old building. The remains of several odd-shaped, carved-out stairwells are reimagined into small-scale, activated vignettes, highlighting the architecture.
PIRCH SOHO | New York
size 30,000 sf
completion May 2016
photos Mark A Steele
Contributing Shop! member FITCH design/architecture, store fixtures
Dispensing handcrafted coffee and inspirational messages, the journey begins at the Bliss Cafe. On multiple shopping paths, experiences can 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 for a 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.
The store also features scaled vignettes to meet the needs of urban consumers; etched brand promises in wood, stone, and metal; and 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. Porcelain floors provide elegance, yet durability to withstand the moving of heavy products.