SOHO SHOWROOM iV
Architect: Havard Cooper Architect
Interior Designer: CHH
Nestled in the heart of SoHo, New York City, the MZ Wallace flagship store has undergone a remarkable transformation, blending surrealistic design with practical functionality. Occupying a historic 1,900-square-foot space on the renowned Crosby Street, this flagship serves as a testament to the brand's commitment to creating a captivating and immersive retail experience.
The space raws inspiration from the iconic marble-patterned rubber floors of Gio Ponti's Pirelli Tower in Milan. By digitally manipulating photographs of marble, a bespoke oversized trompe l'oeil print was created, seamlessly enveloping the store in the form of wallpaper, fabric, and industrial carpet. This unifying motif serves as a captivating camouflage, transforming the space into a surrealistic haven.
Throughout the store, mirrored surfaces abound, including shelves, plinths, and a mesmerizing "folded, faceted jewel cave" at the rear. These reflective elements add depth and intrigue, engaging customers and encouraging interaction with the meticulously curated space. The strategically placed lustrous pedestals, designed by L.A. artist Shun Kinoshita, elevate the brand's signature bags, creating focal points that showcase the perfect fusion of luxury and practicality.
In a nod to the brand's commitment to cultural relevance, one wall is intentionally left blank, adorned with picture railings to host rotating works of art from Platform, an online marketplace curated in partnership with David Zwirner gallery. Currently graced by the thought-provoking photographs of Wolfgang Tillmans, this dynamic display serves as a testament to MZ Wallace's deep appreciation for the arts and its desire to create a space that transcends the traditional bounds of retail.
The MZ Wallace flagship store in SoHo represents a harmonious marriage of elegance and efficiency, luxury and versatility. By pushing the boundaries of traditional retail design, we created a space that not only showcases the brand's iconic products but also immerses visitors in a surrealistic world of art, culture, and innovation. As MZ Wallace continues to expand its presence with future flagships and department store displays, this iconic marble motif is set to become a defining feature, forever associated with the brand's unwavering commitment to redefining luxury in the modern era.
