New York City isn't short on homes and spaces that take your breath away, but few of them are 100% shoppable. Yet increasingly a new crop of showrooms are doubling as apartments that can be visited by the public, used to throw events, and also serve as personal apartments. The latest multipurpose apartment to hit the Manhattan design scene: Menu Space—an outpost from the increasingly popular Scandinavian décor brand of the same name.
"As our business is growing in the U.S., we needed a space to showcase our designs," explains Joachim Kornbek-Engell Hansen, design and brand director for Menu. "The space is designed to be an extension of our headquarters in Copenhagen—it's our new home in NYC." The location will serve as an outpost for new product launches, events, inspiration, and collaborations. It will also double as the brand's U.S. sales manager's personal home—a clever solution to Manhattan's ever-growing rent prices. Trust us, you'll want to buy everything inside this perfect historic Soho loft with a Scandinavian flair.
Located in a historic Soho loft, the space needed to serve a double purpose. First, a showroom for the Scandinavian brand's furniture and accessories, and second, a home for Menu's U.S. sales manager. "The idea was to create a space that was warm, welcoming, and inviting—a little slice of Copenhagen in the Big Apple," explains Kornbek-Engell Hansen.
The space, which features the best of Menu's latest furniture and accessories designs, is also laid out apartment-style, making it easy to envision each piece in the context of a home, complete with a bedroom, workspace, and dressing room in addition to a large dining room and living room.
The brand embraces the Scandinavian way of decorating—which focuses on durability and sustainability. Menu's design philosophy: Buying things that will last a lifetime. "Be very selective when choosing the right piece to add to your home, and then redecorate and make it look new by putting your existing things together in a new way," explains Kornbek-Engell Hansen. "By doing this, you will make your home a vibrant and inspiring space with each new addition."
With this space, the brand was looking to create an ever-evolving space that could grow with the brand. "The idea is to keep Menu Space moving and ever-changing," says Kornbek-Engell Hansen. "We love to have friends of the brand and people we admire stop by on a regular basis and help shape the interior layout—ensuring that we always have a vibrant, creative, lively space that continues to inspire our neighbors, visitors, friends, clients, and designers."
No detail is overlooked in the spacious loft—something that is of paramount importance to the brand, which strives to create timeless layered interiors. Their secret to achieving balance and sophistication: the use of natural and durable materials, sustainability, and long-lasting design. "We don't see this as a trend but as something that we as a brand are required to pursue and incorporate in our brand DNA," explains the brand director.
If you're excited about the brand coming to New York, start planning a trip to Copenhagen now, as it will be opening a Menu Space 2.0 in its home city, which will include a co-working space, café, restaurant, and hotel. "Our new HQ will be located in the thriving Copenhagen neighborhood surrounding the harbor in Nordhavn, just down the road from where we are now," says Kornbek-Engell Hansen. "The hotel rooms will all be different. Inspired by nature, each room will differ in colors, materials, texture, and feel going from light white tones all the way to deep dark blue and black.
This will be our new space—and a main part of the concept is that it'll be yours too."
Next up: This is how the Swedes make a tiny apartment look spacious.