Asymptote Architecture‘s Hani Rashid recently refreshed his original concept for the Soho flagship of the Italian home accessories manufacturer. The renewed space accomodates more of the brand’s fanciful and functional works, without the clutter.
Inside the narrow Greene Street HQ, Rashid preserved the geometric forms that frame the interior and project otherworldly swaths of light.
He also kept the extra-long sculptural sales desk, but treated it to a coat of paint in seafoam green. The desk’s new hue is carried through to the wall behind it, newly clad in a custom pattern of simplified damask.
The main spatial improvement was in removing some of the dividing walls and low-set merchandise displays, while adding more shelving and built-in cabinetry. The result is an airier space for perusing Alessi’s vibrant collection.
This facelift joins the slew of top-tier design brands that unveiled stunning new permanent and temporary spaces last month during ICFF, including Avenue Road, Camper and Herman Miller.