Norwegian architecture studio Snøhetta has unveiled an innovative experiential retail space in New York's SoHo neighborhood that serves as an ever-evolving canvas for innovation and sustainable design. The 3,000-square-foot concept lab, named 113 Spring, occupies a landmarked cast-iron building and functions as a retail space, community hub, and model for sustainable design practices.
The groundbreaking lab-like concept features a series of interconnected spaces designed for both casual exploration and programmed activities. "Guided by rotating themes that change every three to six months, the space will open with a curation titled Presence is the Present, a thematic prompt focusing on mindfulness and cognition," Snøhetta explained. This inaugural program sets the tone for the space's commitment to evolving content and experiences.
All interventions within the historic interior follow a light-touch approach, utilizing flexible installations built with sustainable materials. Upon entering, visitors encounter a curated gallery that showcases products from emerging brands and innovative studios displayed on modular shelving systems. These displays are dramatically shrouded by a white-scrim curved partition, creating an intriguing sense of mystery that draws passersby into the space for deeper exploration.
The translucent fabric partitions serve a dual purpose, acting as canvases for digital projections while hinting at the activities beyond. A dedicated Maker Bar allows visitors to personalize their purchases or participate in interactive workshops, while additional bar counters and tables throughout the space provide areas for conversation and community engagement. The space also includes a small food and beverage program specifically tailored for optimal nutritional benefits.
"This was a rare invitation to embrace ephemerality and sustainability, employing a minimal footprint philosophy that emphasizes adaptability and evolution – a core value of our studio's practice," said Anne-Rachel Schiffmann, Snøhetta's director of interior architecture. The design philosophy reflects the studio's commitment to creating spaces that can transform and adapt to changing needs.
The space features distinctive color-coded meeting areas, including a pair of consultancy rooms fully immersed in single colors – one bathed in yellow and another in vibrant orange. These bold color choices create distinct environments within the larger space while maintaining the overall cohesive design vision.
A sophisticated technological system enhances the visitor experience through dynamic digital displays. Information and graphics, created in partnership with global design studios Modem and Field.io, are projected onto the fabric partitions throughout the building. These responsive displays utilize SpringOS, an operating system for spatial intelligence, to react to various inputs including guest movement, weather conditions, and circadian rhythms.
The project represents more than a conventional retail environment. "Rather than a conventional retail space, 113 Spring reimagines the store not as a place of consumption, but as a site of engagement, education, and transformation designed to evolve with the needs of tomorrow," Snøhetta stated. An internal advisory board led by four specialists across various disciplines will guide the space's evolution, with oversight from climate-tech and impact reduction company Vaayu.
This latest project adds to Snøhetta's impressive portfolio of diverse global projects completed over the past year, ranging from the Dartmouth arts center extension to a fish-farming facility in Norway. The firm's previous New York City projects include designing interiors for the Summit One Vanderbilt experience atop KPF's supertall skyscraper and the comprehensive overhaul of the postmodernist AT&T Building. The photography for 113 Spring was captured by Hanna Grankvist, documenting the space's innovative design and flexible programming capabilities.
