Steuben Madison Avenue Store : New York : 2003
The original Steuben Store on Fifth Avenue relocated in 2000 to Madison Avenue
between 60th and 61st Streets to a 2-level store renovated by Ralph Applebaum
This 2003 renovation called for an extensive re-design of the original to
include new fixturing, displays and lighting. This presented the unique challenge
of creating an intimate sales environment within the voluminous space.
A new glass screen was proposed as a translucent facade along Madison Avenue
with window vitrines focused on the product presentations. New interior elements
included an innovated vitrine wall as the new backdrop to the ground floor
areas. The wall features a new display vitrine system developed by HAIGHArchitects to enable sales personnel concealed but immediate access to the
Steuben product. New serpentine fixtures were also developed with integrated
lighting, inventory control and display surfaces to allow for flexible planning,
product presentation and merchandise reconfiguration.