In previous posts I covered my voyage to Germany with SieMatic’s North American design partners for our visit to IMM – the furniture show in Cologne. After the show we jumped on an ICE high speed train at 300 km/h to see SieMatic’s new flagship showroom in Amsterdam’s Vondelpark neighborhood.
This new studio is unique in many ways, one of which is full integration into this wonderful old townhouse steps away from the Vondelpark, a lovely urban green space just a couple blocks away from the recently renovated Rijksmuseum.
As we discussed above, SieMatic has revolutionized their approach to displaying product towards one of full, realistic environments. The full building envelope is part of the experience, much the same as any top-level luxury product. The townhouse selected for the studio itself is magnificent and no doubt provided the designers from Schepers Architects (along with SieMatic’s in-house department) tons of inspiration for the layout.
Upon entry you can see how the space is divided, as you choose to go up or down to the visible, inviting living spaces. The effect is like a peek into actual apartments, as the individual spaces are decorated so well it looks as if the residents had stepped out minutes prior.
This is the first display upon going down the first landing. This is the S2 series in Lotus White gloss, accented with only stainless steel and Titan Oak veneer. The herb garden is congruent with the trend we saw in Cologne. The backsplash compartments seen below are used many times in the this studio. These small details impressed me over and over; the individual displays show a masterful hand for detail.
The apartments blend into each other with transition spaces, such as below. Large walls have clever lighting and copper panels with a patina effect, combined with photo murals. These scenes compliment the style of the room and bring the whole ensemble together. These transition spaces are shared between several kitchen alcoves, but the effect is one of overall harmony as together they feel like an expansive, single environment.
The furnishings and decor are expertly chosen and curated. Remembering we are in Amsterdam – a city of small apartments and narrow townhouses – the designers and studio staff have honed in on what works for their local market and the types of buildings they will be asked to work with.
Above is an S3 kitchen, using a combination of materials in a smart manner. I like how the architects kept the window frames black in all the rooms – a nice unifying feature – and played off it with dark accents wherever possible.
Amsterdam has small houses, and yes the studio addresses this with small display environments. I found these small rooms to be very inspiring. The use of shelves, decor, creative backsplash storage elements and use of color and materials is again masterful. The above display sports this fantastic storage wall behind the cooktop and sink:
On another floor is this transition space with a wall of gloss Graphite panels mirrored by a copper/photo wall. Instead of merely moving you through to the next space, I found these transitions to be very inviting and like a palette cleanser as you moved to the next apartment.
In the upstairs spaces the original building details are more visible, and the entire top floor feels like one grand apartment. The kitchen furnishings are still quite modern here, but the overall feel is still Classic as the room environment is the rightfully steers the room’s style.
The other spaces are just as nice or even more so, with integrated work spaces for consultation with clients or in our case, for a luncheon meeting for 20 people. As I mentioned in my IMM posts above, I had come down with a fast case of flu and unfortunately didn’t stay in the showroom for to document everything. I’m sure my colleagues were glad I didn’t spend too much time in general population.
Overall, this studio presents a very convincing luxury environment, and one undoubtably effective at making Amsterdammers feel at home. Although this presentation is quite different than say New York’s flagship showroom, it is still undeniably SieMatic. And in my office, as we work on future SieMatic projects, this will be our challenge; as we renovate spaces around the world, we shall increasingly draw on local conditions and inspiration for new studios without diluting the unique luxuries of SieMatic’s global brand.