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Villeroy & Boch
New York, NY

After giving up their lease on Madison Avenue and 76th Street, Villeroy & Boch looked at a variety of locations before setting on the corner of Broadway and 20th Street in the heart of the Flatiron District. The change in venue signals a change in marketing strategy for the tableware division of this 350-year-old company. Everyday tableware and an expanded line of related products have a new emphasis along with the higher-end porcelain and china. Also new here is the inclusion of the Bath & Tile and Hospitality divisions.

Rosenberg Kolb worked with several divisions of the company to open the store in two phases. For US Tableware, the ground floor and mezzanine were designed as large, open spaces that incorporated standard fixturing. New finishes were applied to the 'downtown loft' character of the existing space. The architects designed signage, window displays, and a number of other custom display items.