For this project, we were tasked with transforming a private Fifth Avenue showroom for Fifth Label Co. (name has been changes for privacy) into an immersive, design-forward space that blends fashion, heritage, and modern elegance. This project was about more than showcasing beautiful garments and apparel, but to also craft an environment that told a story. Inspiration was drawn from the brand’s collaboration with William Morris & Co. and their location in the heart of the fashion industry, by incorporating iconic patterns and textiles, modernity, and a sense of timelessness to the space. The design approach centered around creating a refined yet inviting experience, more akin to a private boutique, rather than a traditional showroom.
When you first enter the space, an enveloping lounge area was designed to invite guests and encourage relaxed conversations and extended visits. A notable highlight of this space is the use of William Morris & Co. wallcovering titled Strawberry Thief. The floral and fauna motifs introduce a timeless elegance, acting both as a visual anchor and brand signature. The lounge, complete with curated books, seasonal florals, and plush seating, welcomes guests to slow down and engage more intimately with the brand’s story and collections.
As you move further throughout the space, you are welcomed to explored the brands latest designs and seasonal collection in center of the showroom. Displays were designed in a layout that allowed the clothing to breathe—floating racks and thoughtfully placed mannequins ensure the collections remain the focal point.
Finally, a meeting and styling area anchors the rear of the space, featuring a long walnut table paired with custom green upholstered chairs. Overhead, sculptural pendant lighting and oversized abstract artworks add warmth and a modern edge.
Overall, this design was able to sussfully create a space that told a story, elevated a brand, and invited guests to collaborate and connect. Every detail—from the layout to the lighting—was carefully considered to support both function and feeling.