The new ÂME showroom in New York, designed by Baranowitz + Kronenberg (B+K), is located on Spring Street in SoHo and translates the luxury jewellery brand’s identity into a spatial experience shaped by architecture, materiality and sensory engagement. Situated in the heart of Lower Manhattan, the project draws inspiration from the district’s iconic cast-iron buildings, reinterpreting their shadows, depth and visual rhythm through a contemporary retail environment.
Material contrasts reinterpret the historic character of SoHo
Upon entering the showroom, visitors encounter a strong contrast between polished stainless steel surfaces and the darker steel-clad perimeter walls. This material dialogue reflects the relationship between SoHo’s historic cast-iron architecture and the dynamic energy of contemporary New York.
Reflective surfaces and darker volumes create a carefully balanced spatial composition that enhances the visibility of the jewellery collections while reinforcing the atmosphere of the interior.
The central layout creates a clear hierarchy for the jewellery collections
A defining feature of the project is the dark perimeter envelope formed by vertically developed steel panels. This monochromatic backdrop frames the central display elements and directs attention toward the jewellery pieces.
The restrained material palette strengthens visual coherence throughout the space, while reflective finishes enhance the perception of depth and encourage movement through the showroom.
The concept combines past, present and future within a single spatial narrative
The showroom is conceived as a dialogue between SoHo’s architectural heritage and contemporary design. This balance between historical references and innovation reflects the identity of ÂME and its vision of modern luxury.
The resulting environment feels both familiar and refined, allowing visitors to navigate intuitively through the space while maintaining a strong connection with the brand experience.
A multi-sensory environment extends the relationship between customer and product
Beyond its visual qualities, the showroom integrates sensory elements that contribute to a more immersive retail experience. Music, scent and materiality become part of the brand narrative and help shape the atmosphere of the space.
A bespoke fragrance developed by British perfumer Azzi Glasser is present throughout the showroom, reinforcing the brand’s distinctive identity.
Display systems encourage a slower and more contemplative customer journey
Each jewellery piece designed by ÂME Creative Director Elinor Avni is presented within dedicated capsules and contemporary glass display domes. Rather than simply exhibiting the products, the presentation evokes the idea of a carefully curated unveiling.
Baranowitz + Kronenberg developed the display concept to encourage visitors to slow down, engage with the collections and experience a more deliberate interaction with each piece. The showroom also incorporates a small bar area designed for relaxation and informal moments during the visit.
The New York showroom continues the design approach introduced in Los Angeles
Following the success of the first ÂME store designed by the studio in Los Angeles and opened in 2019, the New York showroom expands the same sensory-driven retail strategy. The focus on product presentation and customer experience remains central to the brand’s spatial identity.
For further reading, see the project dedicated to the ÂME jewellery store in Los Angeles.
Location: New York, USA
Design: Baranowitz + Kronenberg (B+K)