New York 2016: British designer Lee Broom is opening his first dedicated US retail outlet in New York, billed as a "Postmodernist theatre" to showcase and sell his furniture and lighting (+ slideshow).
Named Broom off Broome, the 186-square-metre temporary store is set to welcome customers for a month this spring.
It is named after its location at 63 Greene Street, just off Broome Street in the city's Soho district.
"We are delighted to be unveiling our first store in America and in one of my favourite places, New York," said Broom.
The shop will stock over 50 of Broom's furniture, homeware and lighting designs. Its interior will comprise "re-imagined British Georgian architecture juxtaposed with a raw New York industrial aesthetic, creating a Postmodernist theatre," said Broom.
"With the new store I really wanted to create a space which equally focuses on the customer experience as well as the aesthetic experience, showcasing the brand and all of our products in an exciting and unexpected way," he added.
To coincide with the opening, Broom will also launch a design exclusive to the US market. The Mini Crescent light is a smaller version of the Crescent light – a split globe-shaped lamp that debuted at the designer's pastiche department store installed during Milan design week 2015.
The Mini Crescent will be available as a single pendant light, a three-tier chandelier and a table light, as well as Broom's first desk lamp.
Broom set up his own design label in 2007, and his products are stocked worldwide. He has also completed a variety of retail, hospitality and residential interiors, including a personal shopping suite for Topman and a prostitution-themed restaurant – both in London.
His first showroom and store, Electra House, is located in London's Shoreditch. The space has previously been transformed into a flower shop to present Broom's collection of Podium Vases and an old-fashioned grocery store to display his Crystal Bulbs.
The New York store will open on 12 May 2016 during this year's NYC x Design festival – just before the city's International Contemporary Furniture Fair (ICFF) – and will remain open until 10 June 2016.
Many European design brands are targeting America, and have opened showrooms in New York over the past year.
Tom Dixon also chose Soho for his first permanent store outside London, while Dutch brand Moooi has set up a showroom in the Flatiron district.
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