A Modular Marvel in Manhattan
In Chelsea, Manhattan, restaurateur Josh Greenspan partners with USM to create VV’s Cocktail Room, a bar encapsulated in Steel Blue USM Haller modular shelving. Inspired by Greenspan’s travels to Japan and Hong Kong, the intimate space is named after his daughter, Vivienne, and offers a seating capacity of just 18 for an exclusive omakase cocktail experience. This setting showcases the innovative modular design, which plays a central role in defining the room’s unique character.
Innovative Collaboration with USM
The cocktail room is a result of Greenspan’s visionary use of USM’s modular panels. He imagined a dynamic space constructed entirely from the USM system, with the company keenly participating in this creative venture. “I’m thrilled that the USM team embraced the idea and came along for the ride,” Greenspan shared. This cohesive and modern aesthetic exemplifies the collaboration, offering a stunning ambiance throughout the venue.
Artful Interior and Design Details
Patrons enter through a glass block wall, stepping into an environment where navy blue USM panels define the room and flow seamlessly into shelving. The bar features a dark walnut wood top complemented by burgundy-upholstered seats and banquette seating crafted by Greenspan’s father, Michael. Such intricate interior design highlights the impact of the distinctive decor in transforming the space.
This striking use of modular design in VV’s Cocktail Room echoes an interactive furniture experience in Berlin that transforms shopping into a communal activity.
Key elements include a striking wavy pendant light by Studio Kawabi and a captivating painting by Japanese artist Keita Morimoto, both adding to the space’s aesthetic influenced by the metropolises of Tokyo and Hong Kong between the 1960s and 1990s.
Redefining Space Through Modular Systems
In collaboration with USM’s Ian Mutschelkanus, Greenspan ensures the USM Haller System acts as the architectural core of VV’s Cocktail Room. This venture illustrates the system’s versatility beyond conventional furniture into inspiring spatial design, asserting, “USM defines them,” instead of merely furnishing spaces. The vibrant hue not only enhances the visual appeal but also elevates the functionality of the location.
A Culinary and Artistic Experience
Neal Bodenheimer, a James Beard Award-winning bartender, curates the omakase cocktail program, while Dorie Greenspan, a five-time James Beard Award-winning author, designs the bar’s snack menu. Photographer Marco Galloway captures the essence of this novel cocktail lounge, highlighting the remarkable modular system that sets the stage for an unforgettable experience.
Similar uses of USM panels in retail include the Coperni space in Paris, and recent New York bars like Odd Ball by House Under Magic and Million Goods, designed by Gjergji Shkurti.
Source: dezeen.com
Frequently asked questions
What is VV’s Cocktail Room inspired by?
VV’s Cocktail Room is inspired by Josh Greenspan’s travels to Japan and Hong Kong and named after his daughter, Vivienne. It offers an exclusive omakase cocktail experience for 18 people, showcasing a unique modular design.
Who collaborated with USM for the cocktail room design?
Restaurateur Josh Greenspan collaboratively worked with USM to design VV’s Cocktail Room. The venue highlights a dynamic space using USM’s modular system, which plays a central architectural role in the bar.
What unique design features are present in VV’s Cocktail Room?
The cocktail room features navy blue USM panels that flow into shelving, a dark walnut wood bar top, and burgundy-upholstered seating. It includes a wavy pendant light by Studio Kawabi and a painting by Keita Morimoto, influenced by Tokyo and Hong Kong aesthetics from the 1960s to 1990s.