Rooted in design

Rooted in design
Snaidero USA's new energetic showroom gracefully guides visitors through the space

By Sree Roy, Contributor
June 01, 2008

Benny Chan, Los Angeles

Rising up from the center of a clean, white showroom, 18 "pipes"—crafted of lightweight aluminum tubing—emerge from the ground like roots striving to reach a higher altitude. The pipes, painted white and orange, glide through the space in what appears to be a chaotic system of overlapping intersections, which actually serve to naturally lead visitors on their journey through the high-end kitchen showroom. "I don't know if that's the starting or the ending point," says Giorgio Borruso, principal of Marina Del Rey, Calif.-based Giorgio Borruso Design, of the central trunk from which the pipes emerge. Metaphorically, this system of lightweight aluminum tubing scribbling in the air can be likened to the aerial root system of the Ficus Magnolioides tree. "I grew up in Italy, and I remember those trees," Borruso explains. "[They are] fantastic."

This is but one of the beautiful metaphors that forms the 1,750-sq.-ft. Snaidero USA showroom in Coral Gables, Fla. The new location comes as a consequence of the growing demand for the made-in-Italy kitchens that Snaidero sells to its affluent clientele. Snaidero USA, the Torrance, Calif.-based arm of its Italian parent company, has enjoyed a strong presence in the Miami-area market for more than 16 years thanks to a corporate showroom in Fort Lauderdale. "Snaidero USA president and CEO Dario Snaidero chose Coral Gables because it is a very elegant area that attracts affluent people looking to buy the finest design furniture and lead a sophisticated lifestyle," says Anna Paola Snaidero, Snaidero USA vice president, public relations and advertising. "In other words, it was the perfect location for the high-end Snaidero kitchens."

The Coral Gables location marks the second time Snaidero USA has worked with Borruso on a showroom design; the first being a Los Angeles location in 2005. In that space, an undulating ribbon structure wound through the showroom, making a defining statement overhead. The new Coral Gables showroom similarly uses this concept of a "structure inside another structure" that defines, rescales and manipulates the space. "We wanted to use the bare minimum of pipes," says Borruso, describing the design aesthetic. "We started with more pipes than the ones you see, then started reducing the number, testing the design to see if the effect was powerful enough. We kept eliminating pipes until we couldn't take any more away."

Snaidero's signature orange color is incorporated through the presence of several orange pipes intertwined among the white. "The palette is very delicate," Borruso says. "I didn't want the orange to be too strong; I wanted to use it as an accent." The orange pipes have a metallic sheen finish that was actually applied by an automobile body-painting specialist. The balanced color palette allows the focus to stay on the kitchen designs. "There's a variety of colors in the kitchens, and I didn't want the colors to compete with the product," Borruso explains.

As they turn perpendicular to the floor, some of the pipes house signage displays that educate visitors about the history of Snaidero USA and the rich design tradition of a Snaidero kitchen. "Every time you walk around the showroom and you need to know something about the product, there's a root that's coming down to give you that information. It makes the space more interesting," Borruso says. Paola Snaidero elaborates, "The first visual impact is always important to attract people's attention. The Coral Gables showroom has such a strong, unique visual personality that it easily draws people in to admire the innovative design of the Snaidero kitchens, created by famous Italian designers like Pininfarina, Massimo Iosa Ghini and Lucci Orlandini."

A smooth wall of stainless steel emerges from the floor near the center of the showroom and serves as a space divider. One side is the background for a functional working kitchen display, while the other side displays all the finish and surface options for the kitchens. The surfacing panel options are illuminated almost like jewelry—an intentional nuance. The wall also integrates a large LCD display that serves as a giant display fixture. "I didn't want to close the space," Borruso explains. "I wanted to keep a feeling of openness, but on the other hand, this wall offers some privacy in a section of the space."

The privacy comes in handy, as the working kitchen is sometimes used for after-hours live cooking demonstrations and other events. "The events are created to bring architects, designers and the affluent clientele of Snaidero USA into the showroom," Paola Snaidero says. "The cooking demonstrations using the working kitchen are a perfect occasion to show our products and their functionality."

The flooring is mostly a neutral white, again leaving the focus on the kitchens, but there are black square and circle accents that provide a strict contrast to the free-flowing organic pipes. "The pipes are very free, while the flooring is more geometric," Borruso points out. "This conflict is important."

Another contrast is caused by the large windows that allow an abundance of natural light into the space. This exposure of the pipes to the light leaves them "fragile" and "defenseless," Borruso explains, while the more solid and closed-space features remain unfazed. Natural light also contrasts with artificial lighting in the space. Natural lighting dominates during the day, but at night the powerful metal halides on the ceiling make everything glow, allowing passersby to admire the showroom from a distance.

The design serves as a fitting backdrop to the high-end designer kitchens. "At the end of the day, you need to make the public comfortable enough to choose the products," Borruso says. Snaidero USA is very happy with the results—Borruso will be working on the company's New York showroom later this year.