Brick-and-mortar showrooms give brands the opportunity to tell a story. Indeed, whether nodding to a brand’s roots, like Tuuci’s nautically inspired showrooms in Chicago and Atlanta, or making a bold statement in a new market, like Cassina’s 13,000-square-front space in West Hollywood, a well-designed showroom creates a sense of excitement and anticipation, urging visitors to explore and immerse themselves in the striking wares.
Below, we highlight a handful of recent openings around the world that shine a spotlight on their products.
West Hollywood, California
Cassina unveiled its largest showroom yet, spanning an impressive 13,000 square feet in the heart of West Hollywood. Designed in-house, the brand’s signature logo adorns the expansive glass façade in striking white lettering—a bold statement marking its expansion in the American market. The showroom’s two floors feature the best of Cassina’s pieces across thoughtfully curated living, dining, sleeping, and outdoor areas that embody the brand’s vision of the home, where innovative products and modern design meet in an eclectic style.
The Cassina iMaestric collection, featuring furniture from iconic designers including Vico Magistretti and Gio Ponti, sits alongside contemporary pieces designed by Michael Anastassiades, Antonio Citterio, Rodolfo Dordoni, and more. A range of architectural elements and metal screens are used to separate zones. Wooden boiserie panels add warmth, while a carefully selected color palette that allows shades of terracotta, burgundy, petroleum, gray, and golden yellow to envelop the space. “This color palette is an invitation to enter the space, feel at home, and combine other colors, textures, and designs to create something truly unique,” says Cassina CEO Luca Fuso.
The center of the Miami Design District is now home to Rimadesio’s newest showroom, a 3,345-square-foot space on the second floor of the Solesdi Building. Embodying Rimadesio’s minimal color palette, the space is designed to showcase the Italian brand’s offerings in a continuous environment that immediately draws visitors in.
“A special moment in the showroom is the point of entry, where guests are welcomed with a view of many settings from the collection all situated together in harmony,” says Rimadesio USA CEO Andrea Romano. “The Modulor Wall paneling connects some spaces visually, while others are joined by sliding systems, including the Maxi door panel. The lofted ceilings highlight the unique character of the building and frame the pieces at once.”
Rimadesio’s commitment to the environment is also apparent within the showroom, from solar panel-powered production to the use of 100 percent recyclable materials such as aluminum and glass. Additionally, the brand exclusively uses water-based paints and has completely eliminated the use of polystyrene, pushing the boundaries of innovation and sustainability in design.
Salvatori debuted its 6,400-square-foot showroom North American flagship showroom in New York’s SoHo neighborhood this February. New York- and Toronto-based Yabu Pushelberg was tapped to bring together the spirit of both Milan and New York, starting with a custom modular wall system that transforms the showroom from one singular space into seven partitioned rooms, inspired by the blueprint of Milan. “The intention is for the space to never remain the same and to adapt to the needs of Salvatori,” says Yabu Pushelberg cofounder Glenn Pushelberg.
The store’s original cast iron columns, floor-to-ceiling brick walls, and gallery-style approach pays homage to the historical legacy of SoHo. Meanwhile, the Salvatori apartamento, found in the basement, includes an operational marble kitchen dedicated for intimate gatherings. It “sets the scene for [Salvatori’s] new local audience and clientele,” says George Yabu, cofounder of Yabu Pushelberg, “giving them a glimpse into Salvatori’s character as a brand.”
Nestled in a private courtyard set back from a main street in central Copenhagen, this 4,300-square-foot showroom is a peaceful oasis that immerses visitors into the world of Garde Hvalsøe. The redesign by local firm Bunn Studio reveals a muted and warm color scheme that complements various wood textures. Beech wood, in particular, is used as one of the focal elements, given Garde Hvalsøe’s deep tradition in wood and desire to rehabilitate the often overlooked material.
“We wanted to challenge the current perception of favored wood types, thereby slightly pushing Garde Hvalsøe kitchens into the future,” says Marcus Hannibal, who cofounded Bunn Studio along with Louise Sigvardt. “We noted a quality in the uniform grain pattern and, when given the right surface treatment, it radiates a light and slightly blush hue that has a lovely contemporary feel to it.”
Bunn Studio took full advantage of their creative freedom to mix colors and materials, as well as introduce organic shapes. The result is an intentional space that reveals unexpected moments of discovery, where visitors can explore the showroom as a series of segments in a home.
A historic warehouse in Portland, Oregon’s Pearl District now houses Blu Dot’s newest showroom, a sprawling 7,300-square-foot space by local practice Waechter Architecture. The showroom presents itself as a crafted object that sits within the building’s existing frame, defined by undulating walls that breathe modernity and softness into the otherwise industrial backdrop. “The curved forms introduce a new element into the space that stands independent of—but in dialogue with—the structural grid,” says Waechter Architecture founder Ben Waechter.
Additional renovations helped bring the history of the building to life. With intentions to invite in more sunlight and reveal the old structure against the new, an existing mezzanine was minimized, an office wing was removed, and infilled bays against the outer walls were opened up. Inside, whitewashed wood finish wraps the showroom structure, crafting a unique silhouette that juxtaposes the textures and construction of the old warehouse with the new furniture displayed throughout.
One of Waechter’s favorite elements is the threshold between the exterior loading dock, which was transformed into an elevated sidewalk, and the interior. “We introduced a new canopy element across the entire showroom frontage that announces the store within the wider context and resolves a lot of the irregularities on the building’s façade, creating a more unified feel,” he adds. “It’s doing a lot of the same things as the interior screen in a different way; it’s responding to the building but keeping its own form and expression.”
Dubai-based studio Roar transformed an 8,400-square-foot warehouse in the city’s creative district, Alserkal, into Jaipur Rugs’ first showroom in the UAE. Inspired by the history and culture of Jaipur (the capital of India’s Rajasthan state, it is often called the Pink City due to the blush tones of its architecture), the design stars recurring stairs and arches, all dressed in a color palette that shifts from warm pink and terracotta to richer hues of blue and green.
A notable feature are the nods to Jaipur’s ponds, which hold significance in Hindu mythology as boundaries between heaven and earth. “Additionally, the use of floor-to-ceiling rug displays, niches upholstered with carpets, and an unbounded ribbon of rugs as an art-like installation add to the visual impact of the space,” says Nikita Chellani, lead interior designer at Roar. The centerpiece staircase proved challenging, so the team installed a glass balustrade to give the impression that it’s floating, though it is carefully enclosed.
“By referencing the city’s iconic spaces, cultural traditions, and rich craftsmanship, our concept pays homage to Jaipur’s legacy while providing a contemporary and playful interpretation,” Chellani adds. “The overall ambiance reflects the timeless artistry of the Pink City, creating a bold and immersive experience for visitors.”
Chicago + Atlanta
Tuuci recently partnered with Gensler on two new showrooms in Chicago’s Merchandise Mart and Atlanta’s AmericasMart building. “Tuuci is experiential,” says David Schutte, president and general manager at Tuuci. “We are in the business of creating outdoor spaces, so we looked to Gensler to help us convey our brand in a way that had a degree of emotion to it.”
In the Chicago location, for instance, the 4,500-square-foot space embraces Miami’s nautical roots in a building that is inherently rectilinear. “It needed to be almost undesigned to highlight the incredible design of the product,” says Todd Heiser, managing director at Gensler. A curved glass storefront, evocative of a wind-filled sail, welcomes people to the space. “There are no right angles in nature,” he continues. “What we tried to think about is that space where the sky meets the water, the shore line, or the horizon.” Light, ethereal materials like light wood and plaster finishes mingle with Tuuci products that “were intended to transport you to a place, whether that’s enjoying a salad on the streets New York City or using it on a boat,” adds Heiser. “We used the building as a canvas that allowed the products to really sing.”
The 4,000-square-foot Atlanta showroom continues that serene feeling. Glass wraps the storefront on three sides, and once inside, a curving wall at the entrance piques interest about the products within. The capsule-shaped desks and the dark wood millwork is “befitting of a finely fitted ship or vessel,” says Schutte. Additionally, each showroom marries teak with a cool blue tone and features a video component that “imbues the space with a lot of amazing imagery we have of our products in their natural environment,” he adds.
“If you go to either showroom, they have a similar sensibility,” Schutte continues. “They provided an opportunity for us toT tell our story in a fresher, more dimensional way.”