Design Baranowitz & Goldberg in collaboration with Pitsou Kedem Architects
Architect in Charge Adi Pecket
Lighting Design Orly Avron Alkabes
Year of completion 2018
Total area 600 square meters
Photography Amit Geron
Pitaro Furniture showroom by Baranowitz & Goldberg Architects
'The challenge was two-fold. First to detach it experientially from its harsh industrial surrounding, as it is located in the heart of Hulon’s old industrial zone; and secondly to create a space with an assertive architectural presence while being elegant and enabling as a backdrop for the furniture is exhibits. With the showroom being Pitaro’s main offices as well as a showroom, the space was clearly divided to private areas for the offices on the entrance floor and mezzanine, and public open spaces for the showroom on the entrance level.
The architecture is sculpted of monochromatic plains that vary in angles and shapes. As the space in its entirety is made of grey cement micro-topping, and completely closed-off from the outside, the boundaries between floor wall and ceiling dissolve. One of the ceiling plains acts as an artificial skylight, stretching all along the main space, drawing one to enter, leave the exterior world outside and embrace the unexpected experience. The large sculpted partition, separating the private offices from the showroom carries the cantilevered stairway to the mezzanine level, from which a beautiful framed view of the showroom is exposed.
The other separating element designed for the space is a tribute to Pitaro’s tradition of plywood molding. A wood library hovering in space on stainless steel cables was designed to be made by Pitaro. New molds were created to bend the wood shelves, and the installation was assembled on site by no other than the owner himself.' B&G
Baranowitz & Goldberg Architects (c) Amit Geron