A Japanese food-themed retail concept in New York draws on natural materials
50 Norman by Schemata Architects is an eclectic hospitality venture in Brooklyn

50 Norman is a new space in Brooklyn, New York, uniting hospitality with retail in a Japanese food-themed complex. Located on Brooklyn’s Norman Avenue, 50 Norman consists of Japanese-French restaurant House Brooklyn; Cibone, featuring Japanese ceramics and cooking utensils; and Okume, a seafood processing store originally established in 1871 on the Tsukiji fish market.
50 Norman, Brooklyn, by Schemata Architects
'For us, this overseas store project was an away game, but we sought to uphold the quality of a home game,’ say the Schemata Architects team on the challenges of bringing the project to New York. ‘We had struggled to achieve what we could in Japan with our overseas projects for a long time without much success. We, at one time, thought of attempting a more simplified, easy-to-understand design that would work anywhere, rather than pursuing a Japanese quality.
'On the other hand, we looked for a way to maintain the quality we can achieve in Japan, rather than adapting our design to the locality. For this reason, we had to think about production methods to minimise costs and maintain quality. Then, we came up with “Dekasegi”, an idea to process materials that would otherwise be dismantled and discarded in Japan, reduce their volume as much as possible, ship them, and then bring several craftsmen to the site to assemble and process them locally in a short time.’ A group of craftsmen called TANK was enlisted to create furniture for 50 Norman from discarded wood, disassemble it for shipping, and then reassemble the furniture in New York.
The project marks the first Dekasegi project for Schemata Architects, who were eventually forced to send the components over to New York by air after the Covid crisis lengthened shipping times. ‘We decided to send them by air using as little volume as possible by building crates and packing the components tightly inside them,’ they explain. ‘The idea was to use the crates as display stands for the stores and to use FRP, a resin that can be locally procured and manufactured by TANK's artisan team yet can be adapted to the American scale.’
After air costs escalated, the crates were disregarded for packing purposes in favour of breaking components into smaller pieces to make best use of the aeroplane's space. Having already been made, the crates too were dismantled and sent to New York in pieces.
The result encompasses natural materials and light for a space ideal for entertaining, hospitality and function. ‘Used and aged wood materials in Japan often retain their original craftsmanship, joints, and other features that give them a distinctive appearance. Our design sought to make the best use of such characteristics,’ say the team.
50 Norman Ave, Brooklyn, NY 11222
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
Hannah Silver is the Art, Culture, Watches & Jewellery Editor of Wallpaper*. Since joining in 2019, she has overseen offbeat design trends and in-depth profiles, and written extensively across the worlds of culture and luxury. She enjoys meeting artists and designers, viewing exhibitions and conducting interviews on her frequent travels.
-
Wallpaper* gift guide: architecture editor Ellie Stathaki’s picks
This gift guide spans an off-grid shelter, a sauna book, a model city, and restorative skincare – treats for architecture fans and beyond
By Ellie Stathaki Published
-
Hudson Valley Shakespeare Festival design by Studio Gang revealed
The first images for the Hudson Valley Shakespeare Festival by Studio Gang have been unveiled
By Ellie Stathaki Published
-
Wander Hotel in Beijing is an ideal escape for serene moments of introspection
Renovated by Fon Studio, Wander Hotel adds organic symmetry to the adjacent Great Wall of China
By Tianna Williams Published
-
Sandbox Films’ New York office nods to the Golden Age of Hollywood with a film noir setting
Sandbox Films, a Manhattan-based production company, gets an interior overhaul inspired by European art-deco cinema
By Tianna Williams Published
-
‘Angle of Repose’ at Jacqueline Sullivan Gallery is a cabinet of design curiosities past and present
The exhibition at New York's Jacqueline Sullivan Gallery (until 27 January 2024) includes silver cutlery inlaid with gemstones, Victorian papier-mâché chairs, and Otto Zapf shelving
By Diana Budds Published
-
Abask gets real at Salon Art + Design in New York
Digital retail destination Abask presents its design collectibles as part of a select group of Special Design Partners, a new feature of the fair’s 12th edition (until 13 November 2023)
By Pei-Ru Keh Published
-
Salon Art + Design 2023: highlights from New York’s leading collectible design fair
Here are the Wallpaper* highlights from Salon Art + Design 2023, held at New York’s Park Avenue Armory, 9 – 13 November
By Adrian Madlener Published
-
Take a peek inside 108 Leonard and its amenity rooms featuring Giorgetti furniture
New York's 108 Leonard amenity rooms include a chef’s kitchen, 75-foot-lap pool, and bespoke furniture by Italian brand Giorgetti
By Diana Budds Published
-
Step into Gohar World’s first store
The Gohar World holiday shop, open now until 15 January 2024, offers the brand’s whimsical curios and tableware, with a store design concept by Rafael Prieto
By Pei-Ru Keh Published
-
Brian Rideout’s oil paintings of domestic interiors blur lines of time and reality
For Brian Rideout’s solo show in New York, the Toronto-based painter drew from gallerist Patrick Parrish's rich collection of design books to create new works
By Pei-Ru Keh Published
-
Residenza Cappellini combines bold colour and Italian design in Manhattan
Frenchcalifornia and Giulio Cappellini present Residenza Cappellini, adding Italian interior flair to the Manhattan skyline
By Tianna Williams Published