Redefining Urban Retail
To create their newest showroom, CWC International teamed up with architect Ed Calma for a space that has become BGC’S newest lifestyle hub
For many Filipinos, the notion of going into a furniture showroom calls to mind an experience that isn’t very pleasant in a space where items are grouped together in stiff, contrived-looking displays that potential buyers aren’t allowed to touch, let alone sit on or move. But the team behind CWC International Corporation is changing that through experiential showrooms where customers can meander through the displays, point out items that have caught the eye, and even sit on chairs and couches in order to get a feel for a desired piece.
The new CWC Interiors along BGC’S 5th Avenue has, as a matter of fact, become more than just another furniture and home accents shop: it has become a unique lifestyle hub that serves as a retail establishment, an events venue, and a restaurant that rivals some of the best in town.
Credit for transforming this space into what it is now goes to renowned architect Ed Calma who worked in close coordination with CWC’S president and CEO Fred Yuson to create this revolutionary showroom.
“Fred wanted a space where three brands would come together,” Calma recalls. “But each brand would keep its distinct identity despite the open arrangement that would house all of them.”
Indeed, there are no walls in Calma’s design. Instead, spaces are defined by the use of different materials in each brand’s area and the way items are arranged. As the architect himself puts it, “It isn’t compartmentalised in any way, but it’s more like an open market space that shows off each of these brands.”
Vitra, which occupies the front of the showroom, is arranged like a museum of modern art: interesting pieces like the Bouroullec and Prouve chairs to the playful Panton dining seats are scattered in the space while shelves are filled with miniature chairs, interesting wooden figures, and practical items like toolboxes and storage cylinders. Walter Knoll is located towards the back and exudes a more classic ambience with its darker colour palette and elegant lines. Lando, to one side of the space, is set up as a kitchen in order to show off the excellence of Italian craftsmanship for both work surfaces and storage units. Even the light fixtures in each of these spaces are different, ranging from the stretched pvc membrane Barissol which provides overall lighting, to the ambient mood lighting as featured by the various pendant lights from Studio Italia, and some very recognisable iconic lamps and fixtures from Louis Poulsen and Lasvit, pieces that would certainly not be out of place in an exhibition.
It isn’t just the unusual layout or the vividly coloured window display that draws people into the CWC Interiors showroom, but it’s also the fun and vibrant vibe it gives off. The space has become a mix use environment, used as a place of learning as often design talks are conducted, it can also be an events space or even a fun environment where one can have drinks and cocktails while listening to a good local band.
CWC is certainly transforming the Philippine lifestyle retail scene as it brings together an extensive variety of wares, a tactile shopping experience, and a great way to relax and unwind all under one roof. CWC Interiors is located at 830 A Arnaiz Avenue (Pasay Road), San Lorenzo Village, Makati City and GF Unit 1-3 Milestone at the 5th, 5th Avenue, BGC, Taguig City. For more info, go to cwc.com. ph or cwcinteriors.com.ph