“Clients absolutely love our new penthouse showroom. Not only did Orange22 execute on time and within budget but they managed to increase our display area by 400%. In the process they invented a new magnetic merchandising solution. That's real innovation if you ask me!”

- Toni Ray, Founder Hobo Handbags International

IN THE BAG
When handbag company Hobo International, NYC, moved into a two-story penthouse across from the Empire State Building, they turned to Orange22 to transform the raw space into a chic, industrial showroom for multi-national buyers. The brief was short—but intense: They needed to accommodate several corporate accounts at one time. They needed a sprawling, new display system. And the deadline? How does yesterday sound?

THE LIGHTHOUSE OF NEW YORK
Orange22 had it in the bag. After gutting the space, Antonioni’s first step was to turn an enormous, run-down skylight into a focal point as architecturally significant as its view: The Empire State Building—that “lighthouse of New York,” as architect Robert A. M. Stern put it—seems to crash right through the window. Antonioni didn’t waste any time, restoring the window to its original, pre-1920’s condition.

THROWING OPEN THE SPACE
White walls and floors throw open the environment, creating the illusion of expansive square footage, while billowing, translucent curtains heighten that sense of spaciousness. “[The space] has an expensive look,” says Toni Ray, Owner and Founder of Hobo Bags International, NYC, “and makes everything you own look expensive.” For the showroom’s display needs, Orange22 devised a new innovation, Pull—a patented, magnetic display system, now available for purchase at www.pullfixtures.com—which increased available display space by 400% for the company. As for those multi-national customers, they tell Ray that the showroom feels comfortable, warm, and inviting. Which might have something to do with a sweeping staircase that invites buyers to ascend to a top-floor lounge, offering respite between appointments and unforgettable views of New York’s lighthouse. “Sales have been excellent,” says Ray. “Business has been excellent.”

DISCIPLINES
+ product innovation
+ environmental design
+ engineering
+ sourcing
+ buildout

LOCATIONS
Hobo Handbags International
Penthouse Showroom
10 West 33rd Street
New York NY 10003

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