KBB

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April 16, 2010

When Mick Ricereto, principal of Mick Ricereto Interior + Product Design in Baltimore, took the job of designing SieMatic’s new showroom in Charleston, SC, he knew it would be a unique challenge. “SieMatic has a global product that has to be sold everywhere—Korea, Japan, South
America, North America, Europe,” said Ricereto. “I had to adapt its typical showroom look, keeping it very modern, contemporary and European, but make it feel warm and homey to fit with the Southern style.”

What Ricereto refers to as SieMatic’s “typical showroom look” stems from “Image Kitchens,” the company’s global approach to showroom design, which is intended to present a consistent brand presence throughout the world. In Charleston, as in SieMatic’s other locations, each display corresponds to a distinct room environment that is reflective of the company’s offerings.
showroom of the year design, siematic

Having designed SieMatic showrooms in several cities over the past 20 years, Ricereto is well-versed in reinterpreting the company’s showroom
strategy for different markets. To emphasize its adaptability in the “low country” aesthetic of Charleston, Ricereto opted to give SieMatic’s sleek European cabinetry a softer edge and down-home warmth, choosing tone-on-tone colors and pairing white with natural woods. The result is a visually appealing showroom whose varied and inviting vignettes could easily translate to real-life installation.

In addition to the kitchen displays (of which there are five), the showroom includes designer workspace, a manager’s office and a consultation area. To comfortably accommodate all, Ricereto needed to open up the 74-ft. x 38-ft. showroom space, which he did by replacing a series of columns with a steel beam. This allowed him to capitalize on the room’s full width without interruption.
showroom of the year design, siematic

The showroom opens with two large displays—one a fully functional demonstration kitchen—and a small sitting area, all intended to show both the modern and more traditional styles available. The full demonstration kitchen showcases one of the company’s newest looks: the soft, tone-on-tone feel of a modern handle-less kitchen without wall cabinets. The countertops—thin blanco Zeus quartz-composite stone—match the ecru pine cabinets and present a “mono-block” feel to the furniture. “The ecru pine cabinets combined with the fog grey walls look modern and crisp, but not so severe,” said Ricereto.

A more modern display anchors the rear of the showroom. Bold in both design and presentation, it features smokey brown lacquered cabinets accented by a thick walnut countertop on a long peninsula that encloses the space—an unusual showroom approach. In the back of the vignette,
obsidian glass flip-up wall cabinets flank a wine refrigerator, adding sleek appeal.

The other displays showcase a diversity of ideas and products, including a popular transitional door style in different finishes, Bauhaus-inspired pendants, a stainless-steel island and even heart pine flooring, a local design staple. All have been carefully selected to inspire.
showroom of the year design, siematic

“Consumer response has been terrific, and we are very pleased with the enthusiasm of the community,” said Marcia Speer, director of market development for SieMatic. In fact, Speer noted, after a recent visit by the company’s CEO, the decision was made to model SieMatic’s European
showrooms after the Charleston location as a way to communicate the brand’s internationalism.

“Hearing that the CEO said this was the best showroom yet, that was the best compliment I could get,” said Ricereto. “When it looks good to me, that’s important, but the ultimate measure of success is whether the client is happy. This one seems to work.”

SOURCES
Designer: Mick Ricereto—Mick Ricereto Interior + Product Design, Baltimore, www.mickdesign.com
Manufacturers: Cabinetry: SieMatic; Sinks: Blanco; Faucets: Dornbracht; Appliances: Sub-Zero, Wolf; Lighting: WAC Lighting, Hera
Photography: © Mick Ricereto, SieMatic

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