Van de Velde Showroom in Madison Avenue, New York by LABSCAPE Architecture

Article source: LABSCAPE Architecture

The brand new showroom for Belgian lingerie firm “Van De Velde” opened its doors in March 2010 at the high pedestrian traffic intersection between Madison Avenue and 33^rd Street, on the first floor of a historic building, in New York.

The typical “Manhattan” open space needed to be divided into four different areas. The entrance, a closed office for one person – that could also be used as a meeting room – two work islands and a showroom area.

Interior View (Images Courtesy Labscape)

• Architect: LABSCAPE Architecture
• Name of Project: Van de Velde Showroom
• Location: Madison Avenue, New York
• Year: 2009 –  2010
• Status: Completed
• Photos: Labscape copyrights

Interior View (Images Courtesy Labscape)

• Client: Van de Velde Group nv/sa
• Category: Office // Commercial
• Surface area: 142 m²
• Program: Showroom for luxury lingerie Brands
• Materials:
  • Furniture: MDF // Lacquered painting
  • Glass Box: Stainless Steel// Glass //Vinyl Print
  • Floor: Concrete

Interior View (Images Courtesy Labscape)

The creative idea was to use, as leitmotiv, lace design: its weave, its structure and the geometry arising from stretching and deforming it, moving away from the romantic, yet archaic and tried image, of lace in favor of a contemporary reinterpretation.

Using an inversion game, the structure becomes void and the void becomes matter. The result is a perfect balance between altered volumes, the linearity of the furniture and the interior envelope.

Interior View (Images Courtesy Labscape)

The entrance is a passage area between the different zones. To the right, an almost evanescent glass cube creating the opportunity either for a workspace or a private meeting.

The showroom area extends to the left with a wall made of 21 deformed cells that are used either to display or store merchandise. A volumetric progression of functional boxes.

The contrasting colors, white and anthracite, offer the staging for the products. A new space, breaking away from the design conventions of lingerie’s retail environments.

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Interior View (Images Courtesy Labscape)

Sketch

Tags: Madison Avenue, New York

Categories: Offices, Showroom

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