Versace Showroom, New York, USA, 2015

SOIL designed a new wholesale showroom for Italian fashion house Versace. The showroom is located on the 20th floor of an office tower overlooking Central Park, in Manhattan. The wholesale operation requires a high level of flexibility to accommodate a variety of meetings and merchandising of different collections under the Versace brand.

In lieu of walls, three dimensional movable objects break down the space into smaller realms and pockets, while serving as display for clothes and accessories. Conceived as autonomous “Characters”, each has a unique form and language of movement. Guided by flush brass floor tracks, these objects glide and rotate through the space, continuously redefining their surroundings. Their movement create a range of fragile spatial relationships, a dialogue producing radically changing in-between zones. These found spaces can be carefully calibrated to offer a variety of spatial qualities from intimate for private meetings to open for shows and events. The Characters are defined by their materiality: custom designed and fabricated of CNC milled and folded HDPE (High Density Polyethylene) panels, a durable translucent plastic typically found in industrial applications. The plastic is both structure and finish, assembled with thousands of brass screws. Subtle translucency amplifies varying daylight from three walls of windows, changes each Character’s appearance throughout the day, and reveals their skeletal structure and assembly.

A highly reflective stretched PVC ceiling in combination with mirror columns intensify the sense of movement and shifting instability. The space is overlaid with reflected images of street life and of Central Park twenty floors below. Deep, reflective window boxes dematerialize the boundaries of the space. The experience is a kaleidoscope of multiplying views, colors, and movement.

Client
Versace

Location
New York, USA

Program
Flexible work space, showroom, meeting rooms, reception, storage

Area
460 m² / 5,000 sf

Status
Completed January 2015

Team
Florian Idenburg, Jing Liu, Ilias Papageorgiou, Ted Baab, Kerim Miskavi, Seunghyun Kang, Abigail Chang

Collaborators
Photography: Andrè Herrero
Architect of Record: O’Neil Langan Architects
Fabrication: Situ Fabrication

Versace Showroom
Versace Showroom
Versace Showroom
Versace Showroom, plan
Versace Showroom, 25
Versace Showroom
Versace Showroom
Versace Showroom
Versace Showroom
Versace Showroom
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan
Versace Showroom, plan