Pirch Tests Sensorial Retail Concept in New York Showroom
Known for its interactive and experiential approach to retail design, luxury kitchen and bath distributor Pirch opened its New York flagship showroom last week at 200 Lafayette Street in SoHo. Joining eight existing locations across the country, the 32,000-square-foot space is designed by FITCH as a living, breathing showcase that allows designers and consumers alike to test drive appliances before specifying or purchasing.
Brands such Bertazzoni, Miele, La Cornue, Viking, and Thermador are installed in fully functional vignettes across three levels, nearly all surfaced by Cosentino, a leading manufacturer of quartz, natural stone and architectural surfaces. Almost every surface in the new flagship showroom features Dekton ultra-compact surface, Silestone natural quartz, or one of Cosentino’s high-quality natural stone products.
“We are very proud of our collaboration with Pirch SoHo,” said Eduardo Cosentino, CEO for Cosentino North America, in a statement released by the company. “Cosentino shares the same approach to luxury lifestyle, innovation and high design that Pirch embodies. This partnership with Pirch underscores our commitment to partnering with top-tier brands while expanding our presence in Manhattan and nationwide.”
The new showroom provides visitors with a 360-degree sensory experience complete with live cooktops, ovens, refrigerators and grills, as well as working showers, sinks and baths. You can even reserve a private steam shower in Sanctuary, the showroom’s own spa, or test 40 different shower heads. Complimentary cooking classes, ongoing demos in the Savor and Patio kitchens, and a technology-themed vignette called Connected Loft, outfitted with the latest and greatest from Innit, round out the offerings.
Founded in 2010 by Jeffery Sears and Jim Stuart, Pirch is “dedicated to breaking the mold in the home and appliance industry, bringing meaningful experiences and joyful memories into the households of our guests,” said Sears, CEO and co-founder, in a statement released by the company. “As the premiere retailer bringing the world’s most admired brands to life, our flagship showroom is designed as a place for guests to ignite inspiration and fuel discovery.”
The space’s opening party last week benefitted Housing Works and was supported by a “host committee” of 14 designers, chefs, and cultural influencers including Mitchell Gold of Mitchell Gold + Bob Williams, style icon Iris Apfel, chef and restaurateur Geoffrey Zakarian, and architect Brian Sawyer.