Home in one: Snowe's new concept space is an apartment, showroom and retreat
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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.