Davis & Warshow --

New SoHo showroom hosts design series

In a windowed, chic loft, nestled on a bustling block in SoHo and awash in natural light, Davis & Warshow, one of New York City’s premier kitchen and bath distributors, has set a new standard for showroom design with a stunning space that begs the question, “Is this really a kitchen and bath showroom?”

On first look, the showroom is a maze of rich walnut cabinetry, punctuated by a startlingly sparse -- though exceptionally attractive -- display of lavatories, vanities, faucets, toilets and tubs. Deeper exploration reveals the genius of the complex of woodworked islands, perfectly proportioned partitions and storage. Tucked away in the dozens of sleek drawers and behind the numerous cupboard doors are even more luxury treasures for kitchen and bath. The selection of styles is unparalleled, and many of the brands represented are exclusive to Davis & Warshow. Unearthing these additional gems is half the fun. All told, this modular “pod” system, which is largely moveable and can be reconfigured to accommodate special events and parties, is the showcase for 70 bathroom faucets, 42 kitchen faucets, 60 lavatories and 22 tub and shower systems-and will be continually updated to reflect the latest trends and innovations.

“With the opening of our Spring Street showroom, Davis & Warshow has created an exciting new destination for the New York A&D community that uniquely captures the vibrant energy and creative spirit of SoHo,” said Sheldon Malc, the company’s director of showrooms. “We’re thrilled to offer the quality, value, and service on which we’ve built our reputation in a sales environment that literally reinvents the very idea of what a kitchen and bath showroom can be.”

The initial concept for the 7,220-square-foot space on the third floor at 96 Spring Street, overlooking the corner of Mercer, stemmed from conversations between Davis & Warshow and architect Ronnette Riley that date back to 2003. They shared a vision to create an environment focused not on brand recognition, as is the industry standard, but on the products and details themselves.

“We really wanted to expand visitors’ perceptions of bath fixtures as not merely functional items, but also as experiential and life-changing ones,” said Riley.

Malc added, “We knew from feedback from our clients that there was a distinct need for a one-of-a-kind kitchen and bath showroom downtown. SoHo was an ideal location.”

In fact, with the opening of Davis & Warshow SoHo, it is lower Manhattan’s first full-service kitchen and bath design showroom south of Houston, a distinction it takes very seriously as it cements relationships with builders, real estate developers and architectural and design communities there. Beyond its role as a showroom, the space provides a tranquil respite for A&D professionals, where they’re encouraged to spend time creating the kitchens and baths of tomorrow.

“From the beginning, the showroom was intended as a peaceful environment where architects and designers can relax, have a cappuccino and let the ideas flow,” Malc said.

Form, function and flexibility...

What Riley has created is a quintessentially modern environment, which Davis & Warshow describes as “contemporary elegant” and is a breed apart from any other kitchen and bath showroom in the industry. The space was conceived to look and function as a gallery, featuring carefully curated, rotating “experiential” exhibitions; in keeping with the gallery concept, not all items for sale will be displayed. Just as importantly, every facet of the showroom is adjustable and interchangeable to ensure maximum flexibility, both to accommodate a constantly changing range of fixtures, and to provide an ideal space in which to host a range of events.

A visitor’s first step into the room is onto a brilliant, sienna-orange rubber mat by Robin Reigi’s Art & Objects that artfully creates the illusion of water and movement. The walkway flows up and over the reception desk, continuing off to the right to form a curving bench and magazine shelf, and to the left into a waterfall-like wall of rubber dotted with honey-colored resin blocks made of 3form Chroma. Given that most kitchen and bath product is “cool” in color-the greens, grays, and neutral shades of glass, chrome, and porcelain-a palette of warm earth tones was selected to provide contrast and reflect the energy of the SoHo neighborhood.

“I was thrilled that Davis & Warshow was open to using bold new types of materials which are so true to the gallery showroom concept, and to the overall vibe of the neighborhood,” said Riley.

While traditional showrooms tend to rely solely on walls to display product, with its 36 moveable cabinetry “pods,” the open loft-like space of Davis & Warshow SoHo embraces an innovative concept. The pod concept is also smartly practical, given that wall space is limited. Two walls are a sweep of 21 windows, while the elevator comprises the third. Semi-permanent displays can be snapped together for a more solid feel. One L-shaped permanent display separates a kitchen, powder room and steam room from the rest of the showroom.

The working steam room -- finished in radiant red mosaic tiles -- is a particular highlight of the new space, drawing visitors through the kitchen and toward two showcase powder rooms-one ultra-contemporary, the other traditional.

Adjacent to the steam room, a wall of vertically mounted glass Vitraform sinks, hung like art and set in a resin sheet backlit by led lighting, strikingly underscores the gallery concept. The lighting is dimmable to either draw attention to the display or redirect it to the main showroom area.

The sales area also reflects a unique flexible, functional design scheme. It’s separated from the display floor by low semi-opaque resin dividers, also a 3form material. The horizontal workspace, 22 feet long, expands and contracts with the sales force, with dividers and filing cabinets that slide along a continuously mounted rail. For a large event, the cabinetry pods can be moved into the sales area, and hidden by a sliding panel.

To properly illuminate the ever-changing array of display options --Riley, with the help of isp Lighting Consultants -- designed a lighting system featuring Lutron light fixtures. The system allows the choice of several pre-set lighting schemes which, with the flip of a switch, instantly transform the showroom from a retail focus to an evening presentation space, or a soignée cocktail party setting. Should the showroom layout permanently change, the light fixtures can be easily moved from track to track, and expanded or reduced as needed.

Other showroom features demonstrate both its unique flexibility and its cutting-edge design aesthetic. The reception desk acts as a dual-function bar during special events, with a wider edge, on the showroom side, to accommodate a bartender and provide easy access to the reception area refrigerator. The kitchen, by Mobili De Angelis, contains a Fischer & Paykel dishwasher, a Sub Zero refrigerator, and a Miele split microwave and convection oven. The Mobili de Angelis conference room, next to the kitchen, features a custom-made bookshelf and cabinet system, and an elliptical, custom-designed conference table. The only remnants of the original space are the ceiling, with its exposed ducts, and the hardwood floors, both with their original finishes.

The new Davis & Warshow showroom also serves as an event setting for the “Dialogue on Design” series of interview conversations conducted by design journalist Rima Suqi. The series features some of the most intriguing visionaries from across the design spectrum. Some of the designers featured in 2007 were interior designer Jamie Drake, Laura Kirar  and Sieger Design. The series is continuing in 2008.

The Spring Street showroom is open Monday through Friday from 8 a.m. to 5:30 p.m. For more information, visit   www.davisandwarshow.com.