The new Chicago showroom at 351 West Hubbard Street is part of Artemide’s larger plan to build a bigger presence in North America and South America, and add designers and architects to its target customer base. The new showroom is twice the size of the previous store and features a wide storefront on active street. The design provides the lighting designers a showroom large enough where new products can be featured and events for clients and colleagues can be hosted.
The showroom is a mix of the existing gritty brick building, modern lighting designs and simplicity of the display armature. The design features vertical and horizontal floating planes that grid the space allowing for visitors to freely circulate through the showroom. Each plane also allows for maximum flexibility for the changing product displays. Careful consideration was paid to create clean edges and conceal wiring so customers can focus on the well-crafted light fixtures and quality of light each produces.
In a future phase of the project, the showroom can be fitted to with an interactive media box to promote their brand and disseminate product information. The outer shell of the media box acts as a beacon changing imagery with the change in occupancy and activity. While the inside of the box will feature detailed information on the lighting designs featured in the showroom. The future media box is representative of Artemide’s exceptional lighting design and innovation in technology.
