Pirch SoHo, 200 Lafayette Street, New York, NY 10012

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Customers are welcomed with a key hospitality ritual: home-made coffee.

Customers are welcomed with a key hospitality ritual: home-made coffee.

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Signage highlights Pirch’s aim to bring joy to the experience of exploring household appliances.

Signage highlights Pirch’s aim to bring joy to the experience of exploring household appliances.

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Every appliance is fully functional, allowing visitors to imagine themselves at home.

Every appliance is fully functional, allowing visitors to imagine themselves at home.

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Exposed brick speaks to the building’s heritage status – and the store’s Brownstone-owning clientele.

Exposed brick speaks to the building’s heritage status – and the store’s Brownstone-owning clientele.

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Visitors can participate in a ‘grilling lab’, where they can test and explore new appliances before purchasing.

Visitors can participate in a ‘grilling lab’, where they can test and explore new appliances before purchasing.

Photography courtesy of Fitch

Pirch SoHo, New York


Location:

Pirch SoHo, 200 Lafayette Street, New York, NY 10012

pirch.com

Design Credit:

Fitch
fitch.com

New Yorkers may be famously short on time, but luxury appliance retailer Pirch’s new SoHo flagship store has been enticing them to spend their rare spare afternoons exploring home design possibilities.

Adhering firmly to the adage ‘mi casa es su casa’, the multi-level showroom has been crafted as a space for both designers and consumers to explore the latest offerings from some of the world’s most vaunted appliance designers.

Pirch is high-end design meets 5-star hotel hospitality, and aims to introduce a touch of joy into the appliance retail experience – beginning with a freshly made espresso to welcome you upon entry.

Retail and brand consultancy Fitch has created a store that elevates living over buying.

Luxuriously outfitted with high-end kitchen, bath and laundry ‘vignettes’, the space invites customers to imagine themselves at home – so much so that they can even bring their pets. From stovetops to refrigerators to tapware, everything’s functional, and visitors are invited to test things out.

iPads fitted with geolocation services and a Pirch-branded app guide customers through the ‘dream’, ‘play’ and ‘choose’ spaces, while providing product details and pricing – the latter being otherwise invisible.

Chefs and baristas can be spotted at work throughout the store, and complimentary weekly cooking classes allow customers to give their new kitchen a true test run. There’s even an on-site spa where customers can enjoy a steam shower – or test the water pressure on dozens of different showerheads.

It’s a space that certainly deserves more than a New York minute of your time.


Words by Stephanie Campisi


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