HOSPITALITYDESIGN: Âme | Hospitality Design


Photography by Amit Geron •
June 4, 2020


Architecture and design firm: Baranowitz + Kronenberg, Amsterdam

The details: Residing along a stretch of New York’s trendy SoHo corridor, jewelry brand Âme’s experiential retail concept is a moody refuge from the bustling city streets. “Upon entering the store, a sense of a surreal familiarity [sparks] curiosity and entices [customers] to move deeper into the ‘woods,’” says Alon Baranowitz, cofounder of Baranowitz + Kronenberg (B+K), which also designed the brand’s Los Angeles store. “The meaning of the space should linger in the air while the customers take their time to figure out that Âme is nothing like what they have experienced before.”

The flagship location offers visitors a unique perspective of the neighborhood’s industrial craftsmanship. “We wanted to bring these insights inside the store and infuse them into the storytelling of Âme,” adds B+K cofounder Irene Kronenberg, “not as an add-on, but holistically infused with the brand’s DNA.” The geometry of the internal cast iron architecture resulted in reflective surfaces of undulating steel wall panels that infuse a subtle elegance and sensual shadow play. Âme, Kronenberg says, “embraces the shift of time and celebrates it to the fullest.”

This article originally appeared in HD’s May 2020 issue.

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