• van de velde showroom

    van de velde showroom
    new york NEW YORK

    suckerPUNCH: describe your project.

    LABSCAPE: 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 33rd 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.

    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.

    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. A novel and contemporary look developed by Italian-New York based studio LABscape.

    sP: what or who influenced this project?

    lS: Leitmotiv, Lace design, Flowers Gaps, Tara Donovan

    sP: what were you reading/listening to/watching while developing this project?

    lS: Reading: The Felix Candela Lectures: Seven Structural Engineers, Mark Garcia: Patterns of Architecture, Geoff Manaugh: The BLDG BLOG Book, Fabio Volo: Il giorno in piu

    Listening: Alias, Boards of Canada, Massive Attack, Roots Manuva, Terranova, Horace Andy, Miles Davis, John Coltrane, James Brown, Alpha

    Watching: Whatever Works, District 9, Ponyo, Moon

    sP: whose work is currently on your radar?

    lS: Olafur Eliasson, George Rousse, Emergent Architecture, Hiroshi Sugimoto, Toyo Ito, Antony Gormley, SANAA