Alessi

When an artist is confined to a small space, it doesn't leave much room for creativity. Such was the challenge for Alessi, a high-end design store noted for its vast array of designer products for the home, kitchen and beyond.

With a retail presence already established in Europe, Asia, San Francisco, Los Angeles and Atlanta, Alessi's New York store needed to have its own identity without straying too far from the brand. Striking this balance was essential to the store's survival in Manhattan's chic SoHo district, says marketing assistant Doug Roche.

To achieve the desired effect, Alessi turned to Hani Rashid and Lise Anne Couture of Asymptote Architecture. “One of the biggest challenges was turning a small space into a futuristic, modern design store that didn't look small,” explains Roche. Maximizing the 2,300 square feet of floor space, the design team developed a concept that highlights the focus of Alessi: its broad product spectrum.

Because the New York flagship store would be carrying merchandise from each of Alessi's three divisions, the idea was to convey a message that Alessi products are designs that work for everyday life. Items are categorized as A di Alessi, which Roche describes as “the most democratic, accessible and affordable designs,” including many of Alessi's plastic pieces; Alessi, the general collection; and Officina Alessi, which is comprised of the limited edition, experimental styles.

The choice of an angular store layout plays upon Alessi's reputation for being on the cutting edge of design. A mirrored backdrop on the shop's east wall, along with a stacked display system, draws the eye to the tremendous variety of merchandise. (Roche says there are more than 3,000 products in the Alessi line, with each store typically displaying about 10 percent of the total selection.)

To maintain the gallery-like look of the shop, Alessi hired a store manager with a background in the art world. Because the items on display are always changing (an Alessi product can be purchased at any time and replaced with something else) the shopping experience is anything but typical. “Customers appreciate this as the store always feels different and new,” notes Roche.

In New York, Alessi clientele can also take advantage of an Italian coffee bar located in the front of the store. The first of its kind for the company, this venue is a partnership with Joe, a Greenwich Village coffee shop that serves espresso and coffee drinks, and features Alessi cups, glassware, espresso cups and serving items.

And if coffee isn't a big enough perk, shoppers can also treat themselves to a variety of in-store events, including book signings, auctions of rare Alessi pieces, customer appreciation nights and parties highlighting designers and new products. Recent events included the appearance of actress/author Amy Sedaris, a 100 Vases Event and a showcase of Alessi's new PastaPot.

Since Alessi SoHo opened its doors last September, the response has been extremely favorable. “Customers love the sleek, modern look of the store,” says Roche.