FoundRae - New York, NY

FoundRae and Spacesmith continue their collaboration with the design and construction of the cult jewelry label’s second retail location in NYC. This project marks their third partnership with FoundRae. Situated at 777 Madison Avenue in the Upper East Side, the store occupies a landmarked building, adhering to the stringent guidelines set by the Landmark Preservation Committee. The new boutique extends FoundRae’s footprint into a neighborhood known for its array of designer shops.

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 the original Tribeca store. Stepping into the new boutique feels like exploring a meticulously curated museum, where each room unveils layers of detail and intimacy.

The 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. 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 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. This marks the first time the engraving station has taken such a prominent position within a FoundRae store.

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.