Renowned architects Baranowitz + Kronenberg (B+K) have designed the flagship showroom of high-end designer jewellery brand Âme in New York, located in the heart of Lower Manhattan. The store opened on Spring Street, Soho before the holidays, and B+K took inspiration from the shadows of the undulating cast iron facades typical of this district. The design of the store represents the combination of past, present and future, reflecting the very soul of Âme.
“The duality of the historic architecture of Soho, New York with the cutting-edge modern design inspired by this very architecture, creates an entirely new impression and reflects the very soul of Âme,” said Alon Baranowitz and Irene Kronenberg, co-founders of Baranowitz + Kronenberg.
The interior of the store is executed with vertically soaring rolled steel panels, which create a bold and abstract embracing backdrop for the central jewellery displays. The peripheral steel panelled walls sharply contrast with the stainless steel polished surfaces of the centrepieces, representing how the cast iron buildings of the area contrast with the daily life of a bustling city. The space features a monochromatic palette throughout, enhancing the jewellery pieces, and the reflective spatial arrangement encourages movement through the store.
Bespoke music, scent, and touch are all key elements in the sensory retail experience, with a permanent scent created by British perfume designer Azzi Glasser for the brand present throughout, amplifying the essence of luxury. Each piece of jewellery, which has been designed by Creative Director of Âme Elinor Avni, is uniquely housed inside their own capsules and state of the art glass cloches, inviting the impression that it is served rather than displayed. The practice designed with this presentation in mind to encourage a slower journey around the store and engagement in the act of revealing and contemplating. The space also features a small bar to sit and enjoy a rejuvenating drink.
“We come, observe and then look at the findings with an open mind while scrutinizing every contextual insight and its relevance to our brand and its target audience,” added Baranowitz and Kronenberg. “We allow the essence of place to lead us while always looking for synergetic points with the brand’s DNA. Representing qualities that emerge from the essence of place resonates with the mindset of people immersed in that neighbourhood. They render the store as belonging to that part of the city and as a piece of its very soul.”
This is the second Âme store that B+K have designed, following the success of the first in Los Angeles which opened in April 2019.
