VMSD - September 2017 - 11

New 2017

Glowing Metals

Si mo n L e wi S, ne w Yor k

T

he inspiration for the new Edward Beiner sunglass boutique
design is best described by Michael Neumann, principal at architecture
and design firm MNA (New York), as "Italian 1960s coolness. Think of
the movie, 'La Dolce Vita.' " Only here, there's no Anita Ekberg dancing in the
Trevi Fountain.
When Beiner asked MNA to design his newest store in the Downtown Disney
shopping complex, the team came up with the idea of a period feel, inspired by
the Federico Fellini movie set in Rome, as a backdrop for modern, clean fixturing.
The biggest challenge for MNA was organizing an elevated brand presentation while still including a large number of SKUs and accommodating a great
deal of shoppers - milling, examining, selecting and trying on merchandise - in a
relatively small 1500-square-foot space.
"With sunglasses, you need to present a large selection," says Neumann. "But
Beiner's approach is not self-service, open sell. These are high-fashion items
behind locked glass, and there is staff available to consult and help."
MNA's solution, says the architect, was to create a clean environment, with
high walls and a plaster vaulted ceiling to provide the sense of a larger space. A back
wall of mirrors, reflecting daylight from the storefront, accentuates the illusion.
The square wall fixtures - boxes of tarnished brass and blackened steel - are
designed with an art-like quality, neat rows of symmetrical sunglasses framing a
central feature space, like mats on canvases along the wall. To reinforce the feeling of artwork, each wall fixture has a picture light above it.
The lighting was a challenge because MNA wanted a clean, "no-fuss" ceiling
without a lot of recessed fixtures or diffusers. As a result, all of the lighting in the
store is hidden, including the backlighting on the wall displays and the downlighting from floating bronze pendants that descend from the ceiling.
The material palette is light and neutral, from the hand-troweled white plaster walls and ceilings to the porcelain ceramic tile on the floor.
"It all feels like this really old, cool found space," says Neumann.
There are consultation tables set at a distance from one another for privacy,
and so shoppers aren't constantly stepping around furniture or bumping into one
another. And there is a private VIP consultation room behind the mirrored wall
in the back.
Immediately inside the front door, an ebonized wood feature wall announces
the Edward Beiner brand - "purveyor of fine eyewear." Sunglasses surely Marcello
Mastroianni would have worn. -Steve Kaufman

vmsd.com

|

september 2017

11

Introducing 36 new metal designs and laminates,
ideal for retail interiors. Here: reflective 943 Dome.
Visit to see them all.

chemetal.com


http://www.chemetal.com http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - September 2017

VMSD - September 2017
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
New Beginnings
Tearing Down Walls
Car Talk
Special Report: Retail Lighting Design
Showroom
Ad Index
Checking Out
VMSD - September 2017 - Intro
VMSD - September 2017 - VMSD - September 2017
VMSD - September 2017 - Cover2
VMSD - September 2017 - 1
VMSD - September 2017 - Contents
VMSD - September 2017 - 3
VMSD - September 2017 - From the Editor
VMSD - September 2017 - 5
VMSD - September 2017 - Vmsd Editorial Advisory Board
VMSD - September 2017 - 7
VMSD - September 2017 - The Goods
VMSD - September 2017 - BI1
VMSD - September 2017 - BI2
VMSD - September 2017 - T1
VMSD - September 2017 - T2
VMSD - September 2017 - T3
VMSD - September 2017 - T4
VMSD - September 2017 - T5
VMSD - September 2017 - T6
VMSD - September 2017 - T7
VMSD - September 2017 - T8
VMSD - September 2017 - T9
VMSD - September 2017 - T10
VMSD - September 2017 - T11
VMSD - September 2017 - T12
VMSD - September 2017 - T13
VMSD - September 2017 - T14
VMSD - September 2017 - T15
VMSD - September 2017 - T16
VMSD - September 2017 - 9
VMSD - September 2017 - 10
VMSD - September 2017 - 11
VMSD - September 2017 - 12
VMSD - September 2017 - 13
VMSD - September 2017 - Design Detail
VMSD - September 2017 - 15
VMSD - September 2017 - 16
VMSD - September 2017 - 17
VMSD - September 2017 - New Beginnings
VMSD - September 2017 - 19
VMSD - September 2017 - 20
VMSD - September 2017 - 21
VMSD - September 2017 - 22
VMSD - September 2017 - 23
VMSD - September 2017 - 24
VMSD - September 2017 - 25
VMSD - September 2017 - 26
VMSD - September 2017 - 27
VMSD - September 2017 - 28
VMSD - September 2017 - 29
VMSD - September 2017 - 30
VMSD - September 2017 - 31
VMSD - September 2017 - 32
VMSD - September 2017 - 33
VMSD - September 2017 - 34
VMSD - September 2017 - 35
VMSD - September 2017 - 36
VMSD - September 2017 - 37
VMSD - September 2017 - Tearing Down Walls
VMSD - September 2017 - 39
VMSD - September 2017 - 40
VMSD - September 2017 - 41
VMSD - September 2017 - 42
VMSD - September 2017 - 43
VMSD - September 2017 - Car Talk
VMSD - September 2017 - 45
VMSD - September 2017 - 46
VMSD - September 2017 - Special Report: Retail Lighting Design
VMSD - September 2017 - 48
VMSD - September 2017 - 49
VMSD - September 2017 - 50
VMSD - September 2017 - 51
VMSD - September 2017 - 52
VMSD - September 2017 - 53
VMSD - September 2017 - 54
VMSD - September 2017 - 55
VMSD - September 2017 - 56
VMSD - September 2017 - 57
VMSD - September 2017 - 58
VMSD - September 2017 - 59
VMSD - September 2017 - 60
VMSD - September 2017 - Showroom
VMSD - September 2017 - 62
VMSD - September 2017 - 63
VMSD - September 2017 - 64
VMSD - September 2017 - 65
VMSD - September 2017 - 66
VMSD - September 2017 - Ad Index
VMSD - September 2017 - 68
VMSD - September 2017 - 69
VMSD - September 2017 - 70
VMSD - September 2017 - 71
VMSD - September 2017 - Checking Out
VMSD - September 2017 - Cover3
VMSD - September 2017 - Cover4
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