The contemporary sartorial language of MisuraEmme conquers New York
The Made in Italy concept store in SoHo fills a gap
MisuraEmme, opens its first monobrand store in New York City, in collaboration with the partner D&C Italia.
The context is SoHo, one of Manhattan’s liveliest and most kaleidoscopic neighborhoods.
The address is 147 Wooster Street, on the ground floor of a typical building of the iconic Cast Iron District, with two large windows directly facing the street from behind characteristic fire escapes.
The space has been designed down to the smallest details, with a layout and a range of products that narrate the brand’s identity in an intimate, refined atmosphere.
“We thought about SoHo as the ideal zone in which to open a space that stands out for elegance, identity and concept. A boutique where clients and designers, entering only by appointment, can be immersed in the brand’s total look, in an exclusive and distinctive atmosphere.”
– Ottaviano Borgonovo (co-owner of MisuraEmme).
The store becomes a true design hub, an authoritative physical venue set aside for relationships with clients, architects, interior designers and other counterparts from all over the world.
Inside the showroom, the area for the materials of MisuraEmme makes services for designers its central focus, offering architects and interior designers tools, consulting, ideas and inspirations. A new reference point through which the brand addresses an international audience, narrating its unique idea of elegance, functional quality and vision of residential space.
The display area of 180 square meters on a single level has the long narrow layout typical of the art galleries in SoHo. The design of the space, carried out by the in-house technical division of MisuraEmme, is the result of complete internal refurbishing, and reflects the identity of the company through its products, its aesthetic and architectural codes: the height of the space has been lowered with a suspended ceiling, the pillars have been covered, the arches of the walls have been cut to make them orthogonal and geometric, all in tune with the brand’s aesthetic language. The result is a space with an enveloping, immersive atmosphere, where the essence of MisuraEmme can be glimpsed in even the smallest details.
Visitors enter three different spaces.
The night zone
The night zone represents the focal point of the brand and the space, entered from informal living and dining areas.
A large area in front of the Sumo bed by Mauro Lipparini is set aside for Palo Alto, the elegant, refined wardrobe system, based on the research and design flair of Gianni Borgonovo. This product has made MisuraEmme one of the leaders in the design and production of walk-in closets. The melamine structure of the London and Milano wardrobes, on the other hand, corresponds to more traditional but solidly contemporary tastes. Around the bed, the setting includes the Milvian complements by Francesco Lucchese and the Moai table by Riccardo Gussoni.
The daytime zone
The daytime zone centers on two contiguous informal lounge spaces, featuring the soft, sinuous silhouettes of the Virgin collection, in the sofa and armchair version, and the Ermes series, both designed by Mauro Lipparini. The organic profiles of the upholstered pieces are balanced by the clear geometric lines of the Stilo and Gemini tables designed by Andrei Munteanu. Two historic creations of MisuraEmme are also on view: the AR1 bar trolley designed by Alfred Roth in 1930, and the Elegie bookcase by Ignazio Gardella. On the wall, the gaze is captured by the open Crossing storage system by Lipparini, with a matte lacquer finish, equipped with LED lighting.
The dining zone
Prior to the night zone, visitors enter an intimate dining area organized around the Ala table by Ferruccio Laviani, with a base in black-stained oak and a top in Orobico marble. This presence is combined with the elegant lines of the Cleò chairs, in the low version with armrests, designed by CR&S MisuraEmme. The space is enhanced by the Over system by Castiglia Associati, with a video corner, a wind storage unit and the First wardrobe with doors in clay-tone etched glass.
“The opening of the MisuraEmme monobrand store in the heart of SoHo marks a turning point in our company’s history, consolidating our already excellent reputation in the United States. In an outlook of increased penetration of the American market, the retail concept is an absolutely new approach for us, which we trust will become a pilot leading to new openings in the near future.” - Ottaviano Borgonovo (co-owner of MisuraEmme)
Sartorial excellence and quality Made in Italy meet in the new monobrand store, with an offering of timeless geometric lines, fluid in the use of spaces, representing the evolution of MisuraEmme, always capable of offering unique solutions that strike a balance between industrial design and custom creations, for an increasingly advanced and cosmopolitan clientele.