29th September 2011
FITCH is proud to unveil a ground breaking showroom prototype for Fixtures Living that promises to transform the home fittings industry for kitchen, bath and outdoor.
FITCH is proud to unveil a ground breaking showroom prototype for Fixtures Living that promises to transform the home fittings industry for kitchen, bath and outdoor. Targeted for Silver LEED status, Fixtures Living in California features an extensive, hand-culled array of best-in-class kitchen, laundry, bath, decorative plumbing and outdoor products across 21,000 square feet.
“The charge from Fixtures Living to FITCH was to create a groundbreaking retail experience – not simply a showroom or store, but a multi-sensory platform that engages the senses, fires the imagination, and, ultimately, brings ‘joy’ to the lives of those who visit,” says Vicky Leavitt, MD for FITCH North America.
Vicky adds, “The client was determined to start from scratch, rejecting the stagnant paradigms and ‘tried and true’ methods of the appliance industry, a sector they firmly believe to be obsolete, irrelevant and broken. The ultimate driving force was to create a place for consumers to dream, to play, and to choose products that tangibly improve their daily lives”.
Says Jeffrey R. Sears, Fixtures Living CEO, “The result was an unprecedented and highly diverse collaboration — not only of incredible talent, experience and drive, but also of surprising building materials, revolutionary design elements and stunning architectural detail. The unique alliance between Fixtures Living and FITCH has created a new ‘Camelot’ within our industry, transforming a mere showroom concept into an unforgettable, experiential journey towards joy. We simply could not have asked for a more like-minded, visionary partner.”
The design and construction completed in a record-breaking 320 days offers visitors a truly elegant and immersive sensory experience that focuses on how customers want to live, rather than simply what they want to buy. Customers are invited to browse, to explore, to turn on an oven, fire up a grill, and to splash around in the showers or tubs.
“We’ve used materials and finishes which echo the look of a high-end modern home and the lighting is brilliant”, says Joanne Putka-White, Design Director for FITCH. Throughout the space, extensive use of gleaming glass and stone surfaces are balanced by American flat cut walnut, teak, and mahogany creating a warm contemporary space.
The first expression of a joyful experience begins at the gleaming white Bliss Café where baristas prepare hand-crafted, artisanal coffees for arriving guests. With coffee in hand, guests move from a welcome to a fantasy journey among 30 best in class vignettes in kitchen, bath, outdoor, laundry and pet – each with their own unique ‘Celebration’ story.
At the heart of the concept are three dramatic steel and wood lab structures that highlight Bridget’s – an ultra-modern demonstration kitchen where guests may experiment with equipment side-by-side with Bridget, the full-time Fixtures Living chef. There is also The Sanctuary where guests may walk under a cascade of water in our private showerhead vault and spa, and last but not least, The Patio – ‘home sweet home for the Y chromosome’ , where backyard enthusiasts can fire up a grill in a glass-walled terrarium with a living wall, slate floors and oversized plasmas.
From the experiential labs, guests can move into competitive shopping suites, where customer product selections are fine-tuned. In the centre space, Glass Dream Rooms provide the ultimate consultation and planning areas. Designed with large events in mind, the Dream Rooms also open up to create a space that in itself becomes an event.
Finally at the elegant Anything Everything Desk, the brand promise becomes real through expert installation and service by trained Fixtures Living technicians.
From Christian Davies, FITCH Executive Creative Director: “The very best projects come from a combination of three things. A client with a singular and unique vision, a design team that is able to bring that vision to life and finally the right moment in time for the concept to be born. For FITCH this project represented all three and we are both thrilled and proud to have been able to play our part in the evolution of this remarkable brand.”
Kevin Evernham, AIA NCARB, FITCH Director of Architecture, adds: “It was clear from the onset of the project that we were engaged with a truly unique client both in sophistication and business model. FITCH responded with an overhaul of the customer’s journey, and the result is a dream environment embodying Fixtures Living culture. The appliance industry will indeed take notice as this changes everything!”