Asymptote redesign Alessi flagship store in Soho

Alessi’s Soho flagship store, a longstanding landmark on design-heavy Greene Street in New York, has recently undergone a two-month renovation, reopening in May 2012, just in time for the recent International Contemporary Furniture Fair (ICFF).

Designed by Hani Rashid and Asymptote Studio (Rashid also designed the Alessi store’s previous iteration), the shop features a futuristic appeal complete with long, sweeping countertops, backlit cabinetry and plenty of built-in shelving to show off Alessi’s more than 3,500 products. The long, narrow entryway counter is ideal for showcasing bowls, trays and centrepieces, while the squared-off back area includes nooks and crannies for Alessi’s kitchen gadgets, glassware, tableware and more. The cool blue graphics at the front of the store bring a decidedly modern aesthetic.

For more information on Asymptote’s award-winning design for Alessi, please visit For more information on Alessi, please visit