April 6, 2023

Words: Georgina McWhirter

Reform Opens a New York Flagship in DUMBO

The cool-kid Danish company Reform has long since evolved from a hack for IKEA cabinet boxes to a fully fledged kitchen brand. The next step was clear: a New York flagship. Located in Brooklyn’s DUMBO neighborhood and designed by Norm Architects, the showroom signals the company’s expansion into the North American market (another location, in Los Angeles, also opened last month, plus three more are in the pipeline). At the packed NY opening, nibbles were quirkily served in marble sinks, and the brand’s islands and cabinet runs were put to good use, including Jean Nouvel’s Reflect and David Thulstrup’s Plate—both refined riffs on metal. Also on display is Muller Van Severen’s Memphis-esque, color-blocked Match and house line Basis. Gossip on the floor was that more big-name collabs are on the horizon.

a dining area in the Reform showroom
Reflect.
a dining area under a pendant light in the Reform showroom
Plate.
a kitchen sink in the Reform showroom
Basis.
black drawers under a pastel yellow kitchen counter and cabinets

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