Baranowitz + Kronenberg designs the bricks and mortar for ÂME, a new brand of fine laboratory diamonds jewelry which sets to disrupt any convention in its category and redefines the high-end jewelry store experience, turning it upside down with a state-of-the-art interpretation and full of soul.
ÂME has been conceived to challenge every single touch point of its consumers; jewelry design, lab-grown diamonds, store design and the way it engages with its audience. Âme transcends gender, age and cultural boundaries. It introduces a new Luxury bound by different values and priorities for an audience that appreciates everyday beauty, diversity and authenticity. It is inclusive and kind and aims at elevating our spirits through meticulous craft and attention to details every day of the week.
Spatially, ÂME reveals itself as a soaring 'monochromatic forest' of sorts using earthly materials of refined simplicity that evoke a passion for craft and the traces of hand-made objects; 3D felt panels are stretched along the walls of the store and endow a sense of a rich verticality while a reflective stainless-steel ceiling and back wall charge the store with an illusionary depth and height that enhances the fantastic nature of ÂME.
Walking around the jewelry display pods and hanging capsules allow consumers to slow down and engage in the act of revealing and contemplating at the enticing jewelry pieces, each within its own glass cloche, served rather than displayed.