The home furnishings industry has had its fair share of disrupters, but few have managed to put it all on show quite like Snowe. The online homewares label, which carries everything from its own quality dinnerware, placemats and glasses, to comfy bed linen, bath towels and candles (all at an affordable price), has done its competition one better by creating a multi-functional retail lab called The Whitespace.
Occupying a spacious, light-filled loft by Gramercy Park in New York City, the retail concept showcases all of Snowe’s creations in an alluring, apartment-style setting.
‘Snowe is meant to be the high-quality canvas to paint your own style on,’ says co-founder Rachel Cohen. ‘Our design sensibilities are timeless, modern and balanced. We look to more classic mid-century alongside modern Scandinavian and utilitarian and minimalistic Japanese design as cornerstones of our aesthetic inspiration and have incorporated some of these leanings in the space.’
The kitchen space inside Snowe's new retail concept The Whitespace
Alongside its adaptable product selection, the brand has also curated an assortment of objects from like-minded brands to complete the picture and bring the space to life. In the living room, artwork from Uprise Art (framed by Framebridge) complements rugs and poufs from GAN and an elegant daybed by Ellinor Haling to provide an inviting backdrop for customers to create registries and wish lists, peruse for design inspiration, or simply lounge back with one of Snowe’s wool-cashmere throws.
In the dining area, a long table showcases a mix of its Limoges porcelain flatware, titanium reinforced glassware and table linen and placemats that are spun in Italy, all arranged under elegant lighting designed by Allied Maker. The experience continues with a bedroom and bar area, giving visitors the chance to touch and feel Snowe’s full range of products firsthand.
‘We launched Snowe always knowing that one day we would have an innovative, immersive physical presence,’ says co-founder Andres Modak. ‘We think of The Whitespace as a 'retail lab’ - a space to experiment and test out different hypotheses around what our customers want and how we can create one-of-a-kind experiences for them.’
Although a shoppable space, items purchased at The Whitespace are still shipped (for free) so that visitors don’t need to trouble themselves with shopping bags and boxes. Cocktail hours and pop-up dinners are also some of the special experiences the brand has created to bring an added tangible component to this modern fantasy home. Visiting is by appointment only to ensure things don’t turn into a mad house.
In the living room, there's artwork from Uprise Art (framed by Framebridge) and an elegant daybed by Ellinor Haling
The setting provides an inviting backdrop for customers to create registries and wishlists
’We look to more classic mid-century alongside modern Scandinavian and utilitarian and minimalistic Japanese design as cornerstones of our aesthetic inspiration’ says co-founder Rachel Cohen
The brand has created experiential Cocktail hours and pop-up dinners to bring a tangible component to this modern fantasy home
INFORMATION
For more information, visit the Snowe website
-
The great American museum boomNine of the world’s top ten most expensive, recently announced cultural projects are in the US. What is driving this investment, and is this statistic sustainable?
-
Here’s how Heathrow is reimagining airport chaos as ambient musicGrammy-nominated Jordan Rakei turns travel noise into a meditative soundtrack by sampling everything from baggage belts to jet engines
-
Wallpaper* checks into Gansevoort Meatpacking, an art-filled hotel that mirrors the district’s glow-upThis sharp, stylish New York hotel is a fixture in its neighbourhood, where boutiques, restaurants and clubs have long since taken over spaces once occupied by slaughterhouses
-
The owner of this restored Spanish Colonial home turned it into a gallery – with no social media allowedCasa Francis in LA is a private residence, but recently opened its doors to one member of the public at a time for an exhibition centred around domesticity
-
Why are so many rooms covered in curtains?Comfort, privacy, and performance are all contained in the rooms swaddled in plush draperies
-
This Manhattan apartment and studio is a shrine to artThis New York artist's home is both comfortable and flexible, acting as a studio and a showcase for his work and collected pieces. We take a tour for our interiors series, The Inside Story
-
Life’s a beach at this tropical-glam Miami developmentFive Park Miami Beach mixes streamlined glamour with vibrant colour, and is the focus of Wallpaper’s interiors series, The Inside Story, as the Floridian city holds its annual Grand Prix
-
A Frank Lloyd Wright lamp broke auction record at Sotheby’s – fetching $7.5 millionThe architect's ‘Double-Pedestal’ lamp, which was designed for the Dana House in 1903, has become his most valuable work ever offered at auction
-
Step inside this Upper East Side jewel box apartmentThis radiant Lexington Avenue home is a harbinger of good things for the Upper East Side, and the latest focus of The Inside Story, our series spotlighting intriguing and innovative interior design
-
This Colorado ski chalet combines Rocky Mountains warmth with European design nousWood and stone meet artisanal and antique pieces in this high-spec, high-design mountain retreat
-
Swiss utilitarianism meets West Africa in this Armando Cabral and USM furniture collaborationA centuries-old West African motif signifying movement, adaptability, and progress served as the starting point for this collaboration between New York-based designer Armando Cabral and Swiss furniture brand USM
