SieMatic unveiled its redesigned New York City showroom in the A&D Building at a recent grand reopening event. The new showroom features SieMatic’s full product line presented in two distinct ‘apartments.’ This concept allows visitors to experience SieMatic’s cabinetry designs in a residential-style environment.
“What makes this showroom exceptionally unique is that rather than lining up typical vignettes, we’ve created an authentic ‘experience’ in the form of two individually styled New York City apartments,” said Hans Henkes, president and CEO of SieMatic Möbelwerke USA. “Visitors are immersed in a true sensory environment,” he added, noting the residential setting makes guests feel at home and think, “I could live here.”
Renowned, Chicago-based designer Mick de Giulio conceived of the concept for the layout of the revamped showroom. De Giulio’s vision was brought to fruition with the collaboration of designer Mick Ricereto and the SieMatic team at its German headquarters under the direction of André Backemeier, head of corporate architecture and design.
SieMatic’s showroom displays kitchens with a full array of veneers, lacquers and laminates in matte and gloss finishes. “Those familiar with the brand, as well as those just becoming acquainted with it, will leave the innovative apartment-style showroom with a new appreciation for the melding of traditional, transitional and modern styles,” said Henkes. “By showcasing real living spaces, we’ve created a new experience with familiar aspects for a completely original interpretation.”
