Luxury furniture brand Promemoria is taking a unique approach to its showroom experience in New York City, transforming the space into an immersive, sensory-driven design hub.
With nine mono-brand showrooms worldwide, including locations in Milan, London, Moscow, and Taipei, the Italian company strategically selected a location in Manhattan’s NoMad design district to capitalize on its piece of the US luxury furniture market, which is projected to reach a value of $7.3 billion by 2033.
However, rather than opting for a high-visibility street-level storefront, Promemoria chose a space on the 17th floor to cultivate a more intimate and curated customer experience that’s shielded from the city noise of lower-level floors.
Promemoria’s decision to establish its NYC showroom above street level was intentional, offering visitors an oasis of tranquility amid the city’s constant motion.
Designed to reflect the “Casa Promemoria” concept of the brand’s main hub in Italy, the space more closely resembles an apartment rather than a traditional showroom.
Visitors are invited into an environment where they can fully immerse themselves in the brand’s offerings and experience not only the furniture’s aesthetic appeal but also its tactile richness, with opportunities to get up close and personal with various fabrics, stitching, and finishes.
“It’s important to touch our furniture to truly understand its quality because the tactile experience evokes sensations and emotions,” said Simonetta Garzino, Director of Sales and Operations at Promemoria USA.
She went on to explain that some products work better with specific materials. “For example, the Bilou Bilou chair requires an elastic velvet, while for the backrest of the Amina chair, more delicate fabrics like silk can be used,” she said.
Another part of the sensory experience in Promemoria’s showroom is the signature scent, which comes from a custom candle called “Back to the Origins.”
“I come from a family of cabinet makers,” said Romeo Sozzi, owner of Promemoria. “It’s from wood, a noble and warm material, that the Promemoria’s collections come alive. This candle recalls the perfume of the wood of the workshop: vetiver, cedar, amber, and sandalwood.”
To keep the showroom experience fresh, the Promemoria showroom undergoes frequent updates. Major refreshes occur two to three times per year to align with special events and seasonal changes.
Subtle layout modifications happen more regularly, ensuring the space remains fresh and aligned with evolving design trends. Signature pieces—including bestsellers and new collections—are selected based on market demand, particularly tailored to the American audience and its nearby customers’ preferences.
A standout piece in the New York showroom is the Hollywood modular sofa, showcased in neutral white fabric to contrast with a nearby custom bookcase in bold colors. This reinforces the brand’s philosophy of balancing sophistication and warmth.
Promemoria also takes personalization seriously, allowing customers to explore a vast array of fabric and stitching options, which they can touch and see in person at the showroom. They also offer in-store design help and are connected to a large network of interior designers.
According to Rebekah Kondrat, Managing Partner at reckon retail, this approach is wise, as customers investing in purchasing furniture want validation and are often uncertain about if or how a piece might fit in with their current furniture pieces.
“Interacting with a designer helps customers to make faster purchasing decisions and add accent items to their purchase (like rugs or lamps) that they may not have otherwise considered,” she said.
The brand offers nearly 300 fabrics, including exotic leathers, all of which are meticulously curated by designer Romeo Sozzi, along with over 20 types of yarn, all of which are available to get hands on with in-showroom.
Stitching options range from the classic Simple Seam to intricate designs like the Saddle Seam, giving customers full creative control over their furniture so it’s both unique and well-suited for their needs.
Looking ahead to 2025, Promemoria is set to expand its business footprint, both geographically and in product offerings.
The brand is pursuing strategic growth in key markets, including the West Coast, Miami, and the Middle East. Additionally, Promemoria is venturing into the outdoor furniture sector, introducing new designs that blend its signature craftsmanship with durability suited for open-air spaces.
With a strong commitment to craftsmanship, an elevated showroom concept, and a continuous push toward innovation, Promemoria’s New York showroom offers visitors an intimate, immersive experience that’s rich with sensory data.