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