Returning to the cobblestone streets of Manhattan, Stockholm-based furniture brand Hem opened the doors to its new permanent home in New York City. The studio has made a name for itself with affordable, well-made furnishings and designer collaborations with Max Lamb, Luca Nichetto, Pauline Deltour, GamFratesi, and Philippe Malouin, among others.
Now open on Broome Street, the space features furniture vignettes where visitors can browse the collections and purchase for same week delivery. The location operates more like a design studio (as opposed to a typical showroom), offering by-appointment creative services, in a setting furnished with the independent design brand’s sustainable furniture, lighting, and accessories. AN Interiors’ products editor Gabrielle Golenda sat down with Hem’s founder Petrus Palmer to discuss how he designed the New York studio and how he plans to engage the city’s creative community.
AN Interior: How did you pick the showroom location?
Petrus Palmer: It’s our second space in the United States. We opened our first store in downtown Los Angeles last fall. Coming to New York, we wanted to make sure we were in a neighborhood that matches the creative values of Hem. Soho is home to most of the design brands and there are a lot of design firms and architects. Maybe, more importantly, it’s the only truly walkable part of the U.S. You can walk around and be inspired.
We didn’t want to have a street-level space because we’re not yet open for the weekends. It’s a by-appointment studio for interior designers and architects.
What was it about the space that drew you to it?
It’s a beautiful brick and iron building. It has intrinsic value that you can build on. Then there are high ceilings and windows in both directions.
Why are you bring a permanent location to New York City now?
To meet more people. As a brand and purveyor of quality and design, trust is our main goal. You need to get that final piece of the puzzle that you don’t get online—online, you can see everything from the quantity that we have in stock to the price level, but you won’t actually get to touch anything. That’s so important. In the end, to be able to get face to face with the brand and touch the products is imperative.