Pirch Soho NY

On Saturday, May 21 Pirch Soho opened at the corner of Lafayette and Broome in New York City.  On Thursday, I attended the VIP opening party with the rest of the SieMatic and Fitch design teams.  As long-time readers know, I have been designing the kitchen areas for the Pirch stores, and Soho is unquestionably our best.  Here are some impressions of the finished store and the grand opening party.

Blog Subway

The buzz starts on your subway ride to Spring Street.  Pirch has advertisements throughout the subway using celebrities in the decorating and gourmet arenas.

Blog Ext Sign

The building itself is a fine old stone/brick manufacturing/office building, lovingly restored.  The store itself covers 32000 square feet and actually comprises space from at least two buildings, as the grade change and brick arches inside reveal.  The exterior brickwork and paint is exceptional.

Blog Exterior

Approaching the store after 6pm, guests experienced a velvet rope line up the block and tuxedo-clad “security”.  Yes, quite the buzz.

Entry View of Pirch Soho New York

Above is the view upon entry; SieMatic is the very first thing you see, even before the standard Pirch complimentary cafe.  SieMatic was very fortunate to get involved with the store layout early in the design process.  We were able to implement SieMatic’s vision of Timeless Elegance and Journey of Discovery by ensuring lots of space around each kitchen environment and letting the architecture inspire our layouts and material choices.

SieMatic S2 Agate Grey Soho New York

This first display features Gaggenau appliances, with a freezer and refrigerator clad with Black Oak veneer and the balance of the cabinets in Agate Grey matte lacquer.  The open layout and floating shelves are minimal and contribute to the spacious feel.

SieMatic SC40 Umbra Kitchen at Pirch Soho

As one walks throughout the space new display environments reveal themselves around wall blocks and glass screen walls.  As they were setting up for the party, some of the larger areas were dominated by catering and DJ equipment so this shows only a portion of what is on offer.

SieMatic Viking Display at Pirch Soho New York

Appliances on display include Sub Zero, Wolf, Viking, Miele, Gaggenau, Monogram … essentially the best available in the market today.

SieMatic 3003RLM Nutmeg display at Pirch Soho

SieMatic’s new 3003 door features a very thin 6.5mm edge detail in matte Nutmeg lacquer.  We mixed a very subtle aged bronze accent color into this display, as seen on the handles.  Up front we show another 3003 in Graphite lacquer, this one featuring Miele appliances and stainless steel accents.

SieMatic and Miele Display at Pirch Soho New York

Realistic seating areas are included where we could fit them, as this completes the domestic feel but also these areas are where the Pirch and SieMatic customer consultations start as guests receive exceptional and personalized service when shopping at Pirch.

SieMatic 3003RLM display in Pirch Soho New York

The Miele display is tucked into the window on the Broome side of the store, shown behind the stair area below.  This little display may not be much in size but when customers explore each area of the store little surprises like this small kitchen area come to life.

Stairs at Pirch Soho New York

Pirch offers kitchens, bathrooms and outdoor living furniture and fixtures.  A view to a bath environment on the second floor shows how the store designers (Fitch of Columbus OH) aimed to show complete environments in the design.  Note – all faucets and bath fillers and shower heads are fully functional for a very realistic experience.

Glog Bathroom

The spaces on the second floor are more intimate due to a lower ceiling and window height.  We responded to this feature by making the kitchen areas smaller and more realistic by building them in with walls and the ceilings properly.  This “Innovation Loft” kitchen takes up the corner of the second floor and is part of an apartment suite.  There are many home-organization and entertainment media screens embedded into the design like in the table and on top of the counter top.

SieMatic Loft Area at Pirch Soho New York

The loft is fairly small so a good view of this area was a bit hard to capture properly.  I didn’t venture upstairs during the party to see how this area was received but I’ll pop-up to NY occasionally to see how the store is doing “in action” and report back.

SieMatic Loft Area at Pirch Soho New York

We used as many new SieMatic features as we could, including these open shelves from the “URBAN” collection of furniture, quite appropriate to New York’s apartment-dwelling clientele.

SieMatic SC10 Graphite Cabinetry at Pirch Soho New York

Marcia Speer of SieMatic poses with me for our obligatory party shot.  Marcia and I work very close on these stores, selecting materials and shaping the overall product offering and interfacing with the Pirch team to get the mix of cabinets, counter tops and appliances just right.  In addition we have a team of bright designers, managers and installation experts at SieMatic who help put the whole thing together – too many to note here but they know who they are and if reading this, please recognize that I cannot take any credit for this work without your invaluable help!

Designer Mick Ricereto and Marcia Speer of SieMatic at the Pirch Soho New York Grand Opening

Next up for Pirch and SieMatic is the exciting addition of Austin TX.  We have almost completed this design and it should be open by early 2017.

I know this latest store is the best for SieMatic and Pirch and I’m sure it will be a smashing success.  When you are in NY please stop by and see the store and let us know how we are doing.

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Visiting SieMatic Amsterdam

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.

SieMatic Amsterdam Exterior

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.

Entry At SieMatic Amsterdam

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.

White SieMatic S2 Kitchen at SieMatic Amsterdam

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.

Herb Garden Island

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.

Transition Area

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.

Small Amsterdam Kitchen Display at SieMatic

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.

Kitchen at SieMatic Amsterdam

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:

Creative Kitchen Backsplash StorageOn 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.

Another Transition Space at SieMatic Amsterdam

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.

Classic SieMatic Kitchen Environment

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.

SieMatic NY Wins Showroom of the Year Award

The New York SieMatic showroom has won the KBB Magazine 2014 Showroom of the Year award.  Kitchen and Bath Business magazine, sponsor of America’s Kitchen and Bath Industry Show, is the industry’s leading professional publication.  We also won this award for the Charleston showroom back in 2009 and I’m proud to be a part of another award-winning project with SieMatic.

KBB Award Winning ShowroomA full analysis of the design can be read in my previous post of the showroom opening.  SieMatic is leading the shift to experience-based environments in today’s kitchen showroom design, and wanted to make a big statement with the studio in NY’s A&D building.  In comparison with the old layout (a series of small kitchen compartments, each representing a singular look), the new idea is two large apartment environments showing examples of the best in NY living.  With new studios under planning and opening soon – Amsterdam, London, Melbourne – SieMatic is moving towards this model around the world.

SieMatic New York KBB Magazine

I’m pleased the photographers chose to hone in on some of the styling elements – I worked hard to source and place those objects!

SieMatic NY Showroom of the Year 2014

I helped write the copy for the award’s application, taking care to explain why we think this design is an important departure from normal kitchen studio design.  Happily, the editors clearly have an understanding of what we have tried to do with the design and presentation.

SieMatic New York - Showroom of the Year 2014

Already we have new ideas for the next series of studios, with SieMatic about to unveil some new product and layout design in January at IMM, Germany’s big furniture show in January.  There has rarely been a more exciting time in kitchen design; If you don’t mind a little grey, cold weather please join us in Cologne next year.  As always, I am proud to work with such a fabulous team of people and well-respected brand as SieMatic.

New Projects 2014 – SieMatic New York

Among our recently completed interior design projects, SieMatic New York is the highly-anticipated and most carefully detailed of Mick’s latest projects.  SieMatic’s North American flagship showroom is intended to be the prototype for a new generation of kitchen studios, with carefully and authentically-detailed living environments in place of yesterday’s small kitchen vignettes.  With over a year in the planning and making, the project is a collaboration between Mick Ricereto, Chicago’s Mick DeGiulio and Andre Backemaier, manager of SieMatic’s Architecture and Design department.  This global team worked together to develop SieMatic’s new studio and planning philosophy called Timeless Elegance.

SieMatic New York Entry

New York is one of SieMatic’s most important international studios, with the A&D building location going back 25 years with the brand.  Mick Ricereto has been involved in several renovations over the years, with this newest design a complete departure from previous designs.  The most important change was to open up the windows to the relatively new Bloomberg Building view, and breaking up the previous small displays into two living environments.

The first room is a complete Beaux Arts apartment, with kitchen, bar, seating and dining areas, unified by a subtle coffer ceiling.  The image above shows the entertainment bar upon entry.  Below, the full view of the apartment as the visitor enters the main space.

SieMatic New York Beaux Arts Apartment

The floor is a grey rustic French oak from Paris Ceramics.  The furniture is from B&B Italia, and all the lighting in the showroom is LED, including the candelabra-base bulbs in the chandeliers.  One source of lighting ensures a true and even color-cast throughout the showroom, which is important when so much natural light is available during the day.

SieMatic New York Beaux Arts Dining Room

Mick put great care into the styling and accessorizing, to make for a realistic feel.  The idea is to bring a little individual character, just like a client’s home.  Many individual antiques and salvage pieces were sourced for a personal feel.

SieMatic New York Accessories

SieMatic’s Timeless Elegance brings the highest level of luxury to clean, modern design.  With glossy wood and lacquer, copious metal finishes and deep stained wood furnishings, this rich palette adds a deep dimension to the rigorous and restrained layouts.

SieMatic New York Beaux Arts Kitchen

The Beaux Arts kitchen itself is a tour de force of materials and finishes.  The series is designed by Chicago’s Mick Degiulio, and features his classic ideas such as sliding stone backsplash cabinet panels, polished toekicks and tall polished nickel glass cabinets.  In the detail below, the combination brushed/polished pullout drawers bring an extra dimension to a sturdy cooking area.

SieMatic New York Beaux Arts Cabinet Detail

Below shows a styling vignette from the long Ebony Walnut wall facing the Bloomberg Building.  Old paperbacks, vintage models, fantastic old wood and vintage spools of yarn bring a touch of eclecticism to the space.

SieMatic New York Details

Beyond the large Maxalto table by B&B, the Beaux Arts apartment transitions into the second space, a pure expression in Lotus White S2 cabinets.  The floor finish and ceiling remain the same though the transition knuckle, drawing the visitors into the space.

SieMatic New York Dining Area

The S2 apartment is joined by the staff workspace, behind glass panels and a finish-matching Ebony Walnut reception counter.  Apartment 2 is smaller than the Beaux Arts, but the unifying finishes and visual expansion of the glass walls bring the space together and make it feel like one.

SieMatic New York Apartment 2

The S2 Lotus White kitchen is compact but expresses the architecture of the building by allowing the windows to “breathe” around the cabinets and let the city in as part of the room.  Appliances are the new Miele white collection, to further pull the purity of the small space together.

SieMatic New York S2 Kitchen

The palette is tone-on-tone, with the counter also in white; SieMatic’s 1cm thin quartz called Supreme White.  Thin counters show a tailored look to otherwise pure expanses of white.  The proportions, details and joints are where the magic is when designing pure, modern compositions.  This unity of line and finishes helps bring the space together and allows the architecture and space arrangement to standout and not feel cluttered.  Unexpected bursts of color and shape are introduced in the accessories, such as these vintage spools of yarn.

SieMatic New York Styling

An adjacent Honey Walnut shelving area is expressed as open cubes, allowing deep shadows and also the space for a small TV.  More vintage items are shown, such as old industrial bakery whisks and large electrical insulators.

SieMatic New York Walnut Shelving

The final space joins Apartment 2; the Butler’s Pantry.  Notched into a special little area with another window facing the building hallway, this authentically-scaled treasure box is designed to feel as if it was already there, and we designed the apartment around this architectural gem.  The original Beaux Arts series of cabinets are shown in Magnolia White, augmented by a walnut counter and framed antique mirror back splash and crystal semi-flush ceiling lights.

SieMatic New York Butler's Pantry

The opening party was hosted by Veranda Magazine and seemingly hundreds of guests poured into the space to help celebrate the opening.  SieMatic’s owner Mr. Ulrich Siekmann made the trip across the Atlantic and shared the ribbon cutting with SieMatic USA’s Hans Henkes.

We are very proud to be a part of the project and look forward to bringing SieMatic’s Timeless Elegance to cities all across North America.  Other future premier showrooms are planned for London and Amsterdam – look for Mick’s reports on these locations later in the year.