Spacesmith has announced the completion of four luxury retail projects for FoundRae, including the much-anticipated design of a recently opened flagship on Madison Avenue in New York City. (See below.) Other boutiques — including one in the vibrant Melrose Avenue district of Los Angeles, and another a Dallas pop-up at The Conservatory in Highland Park Village — also combine rigorous sustainability with a redefined retail experience, interweaving personal meaning with unexpected discoveries. Similarly, Spacesmith created an estate-inspired retail experience for FoundRae in the Miami Design District.
Spacesmith and FoundRae engaged in a close collaboration to bring to life the creative vision of Beth Hutchens, the creative director and founder. In Miami, FoundRae’s flagship enlivens The Moore, a century-old landmark with a 1920s Neoclassical exterior juxtaposed with a modern Zaha Hadid installation within its four-story arcade. In Los Angeles, Spacesmith approached the renovation by preserving the original structure and materials, while layering in the brand with FoundRae’s signature motifs and a sense of thoughtful reuse. At the Conservatory in Dallas, the team transformed a 40-foot-tall former elevator tower into a luxurious retail emporium, with FoundRae’s concept of a small map room created within the grand library by skillfully combining custom and vintage millwork.
In New York, the renovation similarly preserves original structure and materials, wherever possible, to ensure maximum sustainability and circularity for this luxury boutique.
Images Courtesy of: FoundRae, Aaron Weiss, Micah Aurry, Aume Media, Bailey Robb
About the Madison Avenue Location
On New York City’s resurgent Madison Avenue, FoundRae and Spacesmith have continued their collaboration a fourth time, with the design and construction of the cult jewelry label’s flagship at 777 Madison Avenue in the Upper East Side, extending FoundRae’s footprint into a neighborhood known for its growing array of designer shops. The store occupies a landmarked building, adhering to the stringent guidelines set by the local
Landmark Preservation Committee.
While many jewelry stores in the area embrace a traditional aesthetic, the FoundRae and Spacesmith team opted for a bold, contemporary design to distinguish the new space. “The striking red color palette offers a dramatic contrast to the blush tones of their original Tribeca store,” says Ámbar Margarida, AIA, IIDA, LEED GA, WELL AP, a principal with Spacesmith. “Stepping into the new boutique feels like exploring a meticulously curated museum, where each room unveils layers of detail and intimacy.”
The Madison Avenue interior is thoughtfully divided into three distinct zones, each providing a unique customer experience. The main retail area welcomes guests with custom millwork, bespoke furnishings, and rich finishes. Deep red hues — inspired by cinnabar, a mineral revered for its vibrant rouge pigment — envelop the space.
Changes in floor finishes echo the curved ceiling cove above, centering the seating area anchored by display pillars encasing two structural columns. “Glass display cases line the walls, set above base cabinets with locked solid-front drawers interspersed with glass-faced ‘discovery drawers,’ inviting customers to engage with the collection at their own pace,” adds Margarida. “Brass inlays and a hand-painted mural seamlessly integrate the brand’s identity.”
Beyond a curved, curtained partition lies the second zone, defined by warm cognac finishes. This space not only showcases FoundRae’s homewares collection but also prominently highlights a unique customer experience: the engraver’s table. Here, in-house artisans personalize jewelry in full view, breaking the traditional boundary between maker and customer.
The third zone consists of two back-of-house areas: a compact pantry and packing station on the ground floor, and a workshop housed in the cellar. The final design balances merchandising potential with an air of intrigue, reinforcing FoundRae’s signature emphasis on storytelling and craftsmanship.
As in Los Angeles, Miami and Dallas, Spacesmith approached the renovation by preserving the original structure and materials, including existing mechanical equipment and building finishes, wherever possible, to ensure maximum sustainability and circularity.
Feature Image Courtesy of: FoundRae
