Lounging Around

There's a saying: "You can tell a lot about a person by looking at their home."

Most would probably agree. Think back to the last time you were invited to someone's house. From tiny tastes to daily habits, even their personality — it's all there, hiding in plain sight. That’s what a home is.

     

The same goes for the home of a fashion brand, the showroom. It’s not just about the interior reflecting each brand’s individuality; it’s the furniture and decor scattered throughout that tell the whole story. Showrooms have evolved beyond mere product displays. They’ve become spaces steeped in a brand’s philosophy and aesthetics.

That’s not all, though. A showroom offers visitors a special kind of experience. The visual feast is just the beginning, there’s also music and scents to make sure every sense is stimulated. On top of that there’s always those irresistible items that make you want to just steal the whole look. Like me three months ago, casually stopping by a concept shop in Aoyama only to end up changing all the curtains in my bedroom. True story.

Showrooms have transformed into cultural hubs where fashion, architecture, and art converge. Many fashion brands are diligently building their own universes through these physical spaces, and they’r always ready to welcome us inside.

 

THE ROW

ⓒlobsintl.com

  

The pioneers of minimalism. THE ROW’s showroom is as impressive as any gallery. Just look at their flagship store in London. Right from the entrance, you’re greeted by a piece from American installation artist James Turrell. His works are known for their intense immersion, using light and space as materials. That’s just the start, as the luxury continues with metal sculptures by American artist John Chamberlain and lounge chairs designed by French designer Michel Buffet.

  

John Chamberlain's metal sculptures and French designer Michel Buffet's lounge chair. ⓒlobsintl.com 

     

And here’s the kicker: this space is literally a repurposed gallery. The two-story, 660 square meter building was designed in collaboration with architect Annabelle Selldorf. They preserved the vintage facade while maximizing natural light through large windows that fill the high-ceilinged space, allowing visitors to see the products in their true form under natural light instead of artificial distortions.

 

ⓒlobsintl.com

   

As expected from a brand famed for minimalism, the interior is free of unnecessary frills. The furniture and decor are anchored in neutral tones like black, navy, and ivory—a familiar palette for those acquainted with THE ROW’s items. The sleek, pattern-less white walls could easily feel cold, but this is balanced by the use of bright oak wood for the floors and stairs, adding a touch of warmth.

ⓒlobsintl.com

   

A home radiating the warmth we all crave. THE ROW’s showroom is a captivating space where coziness meets sophistication. The restrained colors and harmony of white and wood create a space that stays true to the basics, yet effortlessly exudes an inherent elegance. Even for non-minimalists, this kind of mood is hard to resist.

LEMAIRE

LEMAIRE Hannam ⓒlemaire.fr

A space that’s neither a house nor a boutique. It’s exactly this ambiguity that makes the LEMAIRE showroom so charming. Retaining the same charm as it did the first day it appeared seemingly out of nowhere in Hannam-dong, Seoul, from the outside it’s just an old familiar and unassuming house. Only when you step inside and see the Croissant Bag hanging that you realize, "Oh, this is the LEMAIRE store.”

LEMAIRE’s stores carry this sense of familiarity. One secret to amplifying that warmth lies in their interiors, which reflect various traditional elements from around the world. In Chengdu, China, the store features bamboo flooring, door handles, and blinds. In Tokyo, Japan, the store embraces the feel of a traditional Japanese house, or wa-ya.

 

LEMAIRE Chengdu

LEMAIRE TOKYO ⓒlemaire.fr, ⓒwallpaper.com

   

The place you really need to pay attention to is LEMAIRE’s home base boutique in Paris. Unlike their other locations, this one sits right in the middle of a major shopping street. Still, inside it’s filled with the brand’s serene energy. White walls, light wood floors, and hand-made Moroccan tile rugs. You don’t find a trace of mass-produced monotony here. Then added on to this unique vibe are pieces by Italian designer Enzo Mari, winner of the prestigious Compasso d'Oro (Italy’s top design award since 1954) four times. Even the staircase retains the raw texture of cement, maintaining a consistent, unrefined feel throughout.

 

LEMAIRE PARIS ⓒwwd.com, ⓒlemaire.fr

The Italian master Enzo Mari and his works. ⓒapartamentomagazine.com

     

A showroom armed with craftsmanship and comfort. If there’s a refuge from the gray cityscape of daily life, it probably looks like this.

 

BODE

BODE LOS ANGELES ⓒvogue.com

    

There’s something special about BODE’s showroom in Los Angeles. A dodo fossil, to be exact. Yes, that unfortunate extinct bird. But what’s the connection between BODE and the dodo?

 

ⓒvogue.com 

       

It all makes sense once you understand BODE’s brand philosophy. They’re all about upcycling, proudly using reclaimed fabrics without hesitation. That’s why BODE is one of the first brands that come to mind when we talk about sustainability, and the dodo fossil symbolizes BODE’s nature-friendly identity.

Perhaps that’s why their space feels like a nostalgic natural history museum from a childhood field trip. The vintage mood is complemented by the deep cherry wood tones, creating a cohesive feel. Adding to the charm, the store labels sections with the names of rare animals. It’s a playful touch that pairs perfectly with BODE’s antique-inspired items.

     

ⓒvogue.com

       

The focus on sustainability continues in their choice of decor. Sofas are made from repurposed bed linens, and the space is filled with antiques personally collected by creative director Emily Adams Bode, with additional contributions by the famous American furniture design studio Green River Project. Known for crafting furniture in colors inspired by nature, they helped solidify the brand’s philosophy within the space, and it shows how clearly a single space can articulate a brand’s ethos.

 

The duo of Green River Project, Aaron Aujla and Benjamin Bloomstein.

Green River Project sofa and lamp ⓒvogue.com, ⓒgq.com

   

 

Sacai

Sacai Aoyama ⓒcasabrutus.com

  

One of the best things I did during my trip to Japan last year was visiting Sacai’s Aoyama store. I had heard they renovated it in 2023 and was excited to see it, but wow, it exceeded all expectations.

Stepping inside, you’re immediately struck by a maze-like feeling. It’s reminiscent of Escher’s drawings, with their surreal plays on light and shadow. The mastermind behind this intriguing space is Yusuke Seki, a reclusive architect known for his work on themes of destruction and regeneration.

Sacai’s store reflects this perfectly. Instead of adding new materials to the existing structure, they stripped away the original finishes to expose the raw concrete and even dug holes into the floor. They piled thin layers of cement onto the existing stairs to change their height. Destruction and regeneration, all within one space.

     

ⓒcasabrutus.com, ⓒringofcolour.com

   

To counterbalance the potentially chaotic backdrop, Seki used stark white plaster display stands and bold, colorful Persian carpets. This contrast effectively highlights the unique design of the items, while the ornate carpet patterns create a striking boundary.

 

ⓒcasabrutus.com, ⓒringofcolour.com

        

It might seem a bit out there, but isn’t that what Sacai is all about? Sacai is the go-to brand for people who can’t stand wearing the same clothes as everyone else. If you’re dreaming of an interior unlike anything you’ve ever seen, or if you’re on the hunt for eye-catching, rare aesthetics, look no further than their ideas.

 

BALENCIAGA

ⓒdezeen.com

     

Raw Architecture. BALENCIAGA, the brand that never fails to surprise us with fresh silhouettes and playful wit, has done it again. Their London store’s design introduces the new concept of Raw Architecture, capturing the attention of both the fashion and architectural worlds. At first glance, it might look like just another exposed concrete design, but the details set it apart. Imagine the mood of an old parking garage—worn concrete walls, exposed frameworks, and glass floors laid right over what looks like construction debris. It feels like an unfinished building site.

 

ⓒdezeen.com

     

That’s exactly the point. BALENCIAGA aims for this sense of instability. Don’t forget, this is BALENCIAGA. Raw Architecture is about embracing the incomplete. The brand that’s always thrown us for a loop with bizarre items has now extended its eccentricity to architecture. As always, they’ve never let us down.