H.Stern were looking for a new concept for their flagship store on Fifth Avenue in New York, an address with a pedigree that needs no introduction. The chief goal of the design was to highlight and express Brazilian identity in an original way, creating an inviting and welcoming atmosphere amidst the myriad brands jostling for space in the same area.
Using jewels, the object at hand, as our jumping-off point, we turned to curves and organic forms to bring out lightness and continuity, suggesting a path that visitors might take through the store. The choice of natural materials such as wood, straw, and leather—juxtaposed with soft hues—sought to evoke skin tones and lend a neutral air to the space, allowing for a sense of intimacy between product and consumer.
On the façade, the prominent S in the brand’s logo inspired a design of interwoven metallic plates. The interplay between depth and transparency exudes a sense of movement, reflecting the variations in natural light and standing out by virtue of its simplicity. The rounded, velvety free forms of the interior recall a jewelry box; the golden and aged color palette anchors a sense of sobriety and refinement; and the cupola effectively dilates ceiling height and one’s perception of the space.
