When Devi Kroell decided to open her New York flagship, there was one thing she knew, “I didn’t want it to look like anything else on Madison Avenue.” Almost two years later, mission is definitely accomplished.

To create her vision Devi enlisted Space 4 Architecture and they worked closely together. Architect Ulderico Micara told us, “Because of what Devi does she has such a fantastic knowledge of details and materials. And the materials needed to be in tune with her designs. She was so right on the money.”

My favorite part of the design was the amazing patterned Siberian oak floor. But the polished brass and cathedral ceilings are quite cool too, especially when looking down through the glass on the second floor. The feel is definitely very serene which Devi said was one of her goals. And while it’s modern and minimalist, it’s not in the least bit cold. “The combination of the modern lines with the warmer materials creates a certain coziness,” says Ulderico. Indeed.