Curved metal surfaces influenced by early 20th-century American industrial design are on display in this compact New York store, designed by London studio Tutto Bene for eyewear brand Cubitts.
Tutto Bene was commissioned to create a stylish and meticulously designed space for Cubitts’ first store outside the UK, evoking the last century of New York history.
The store at 103 Mercer Street has a total footprint of just 25 square meters, which designers say makes it likely the smallest retail location in all of SoHo.
Felizia Berchtold and Oskar Kohnen of Tutto Bene told Dezeen they decided to create an experiential and intriguing interior with “the ornate precision of a jewelry box.”
“In the SoHo retail landscape, there is a pop-up feel and we see a lot of quality stage design,” the designers said.
“We wanted to counterbalance this trend by creating a space designed to last a decade and communicate the value that is put into the product within it.”
Cubitts’ functional, precise eyewear design was the main source of inspiration for the store, which also references the clean forms of Streamline Moderne – an aerodynamic offshoot of art deco that emerged in the 1930s.
“We took this technical aspect of eyewear making and interpreted it in kinetic elements throughout the store, like the rotating mirrors and sculptural steel curve, reflecting hues of light like the sparkling towers we are known for New York,” the duo said.
An S-shaped metal display in the center of the space helps define the flow of movement while echoing the soft silhouettes of the brand’s eyewear.
Walls clad in black ebonized ash create a dark backdrop, against which soft lighting and pops of color create a theatrical effect reminiscent of the paintings of American artist Edward Hopper.
“Areas of glamorous darkness are dotted with light,” said Tutto Bene. “Shimmering reflections, reminiscent of city lights, highlight the minute details of the store and represent the care and attention given to the products inside.”
The main color used is a brick red hue borrowed from the New York cityscape, which the studio says adds “a bit of playfulness and art deco glamour, contrasting the muted black with dramatic warmth and texture.”
The geometric shapes used throughout the store are reminiscent of the works of artist Donald Judd, who lived and worked across the street. The artistic homages continue in the toilets, lined with aluminum foil in homage to Andy Warhol’s Silver Factory.
Carefully chosen vintage pieces, including wall sconces by Austrian brand Kalmar, the LC8 stool by Charlotte Perriand and an Opalino vase by Tommaso Buzzi, complement the store’s color and material palette.
Tutto Bene has also created bespoke mirrors, which customers can use to try out different frames. The marble objects were handcrafted in a stone workshop in Florence, Italy.
“In the sleek store, these hand-carved marble sculptures in the shape of gloves attract attention with their surreal appearance,” the designers added.
“When picked up, they weigh heavily in the hand. The weight sharpens the awareness and gives the act of looking in the mirror a reflective quality.”
To celebrate the store’s launch, Cubitts released a collection of seven frames inspired by New York City landmarks, including the Flatiron Building and Radio City Music Hall.
The opening follows a string of new Cubitts stores in the UK, including one in a former eel jelly restaurant and another in a 19th century London townhouse.
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