The White Company, NYC

Upmarket home and lifestyle retailer The White Company has launched its first US brick and mortar store on NYC’s Fifth Avenue in the furniture hub of the Flatiron District. Housed in an 1894 Beau-Arts building, the single-storey 3,000 sqft space is styled after a grand home, with connecting rooms and soaring doorways that encourage engagement and exploration.

The White Company’s chic expansion into NYC is a much-anticipated British invasion, with gorgeous design from London agency Household.

The design is an extension of the tactile whites and analogue aesthetic that have long characterised the brand’s retail offerings, and features displays across categories including fragrance, clothing, bed, bath and dining. Hospitality-inspired whites, creams and blonde wood are found throughout, lending a warm and aspirational feel.

Bell jars and testing stations invite interaction with fragrances, and a bedding-rich sleep studio in a space redolent of an oversize walk-in wardrobe encourages browsing. Carefully styled furniture displays create an immersive experience: a four-poster bed, artfully arranged couches and a bathroom washstand create homely vignettes that form a backdrop for product.

A large central banquet table forms a stage for events and brand statements embodying the company’s ethos do double time as artwork – a design choice in keeping with the store’s perfectly staged, blank canvas charm. The White Company, after all, is ultimately about selling a lifestyle.