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Located in the heart of downtown Manhattan, the designer drew inspiration from the typical undulating cast-iron facades of the area. Upon entering the space, one is immediately struck by the stark contrast between the polished stainless steel surface at the center and the surrounding steel panel walls, symbolizing the juxtaposition of the cast-iron architecture of the area with the bustling urban life.

The central theme of the store design is the fusion of the past, present, and future. Combining the duality of historic New York Soho architecture with cutting-edge modern design inspired by it creates a fresh impression, reflecting the soul of Ame. The dark outer perimeter structure intertwines with vertically rising steel panels to form a bold and abstract backdrop for the central jewelry display. A unified monochromatic palette runs throughout the space, enhancing the effect of the jewelry, while the reflective spatial layout encourages activity throughout the store.

Upon stepping inside, there is an immediate sense of familiarity, making customers feel right at home and allowing them to navigate between the exhibits as intuitively as possible. To further enhance Ame's design strategy, music, scent, and touch are key elements in the sensory retail experience. Perfumes custom-designed for the brand by British perfumer Azzi Glasser become a permanent feature, showcasing the essence of luxury.