The new Cubitts West Village store on Bleecker Street, New York, embraces a theatrical theme, transforming the eyewear shopping experience into a performance. Designed by Tutto Bene, the interior blends historical inspiration with dramatic aesthetics, making it a standout addition to the neighborhood known for its architectural charm and unique boutiques.
A Stage for Spectacles
Cubitts’ second New York location is a nod to the theatricality of the everyday, with the store concept inspired by the duality of “on stage” and “backstage” lives. The design pays homage to the building’s history, which once housed famed playwright Lorraine Hansberry, and the vibrant cultural past of the West Village.
“The front of the store is designed as a stage for spectacles. A theatre of the every day, for the theatrical masks we all wear,” Tutto Bene’s team explained. This vision is realized through clever design elements, such as wooden shelves recessed into beige felt walls, cove lighting to highlight the eyewear, and a black-stained wooden floor emulating a theatrical stage.
Movable brushed aluminum plinths, reminiscent of stage props, and iconic lighting fixtures – including a Mario Botta 1980s geometric pendant lamp and a 1960s Kaiser Leuchten table lamp – evoke the ambiance of a theatre set. A velvet-upholstered sofa positioned by the window serves as a “front-row seat” for customers to rest and observe the “performance” of trying on glasses.
Backstage Retreat
Beyond the retail “stage,” a curved beige felt wall leads to a contrasting dark brown backstage area. This section is dedicated to bespoke consultations, complete with a theatre-style vanity mirror illuminated by lightbulbs. The cozy, intimate atmosphere underscores the personalized service Cubitts is known for.
Celebrating Local Influence
To commemorate the store’s opening, Cubitts unveiled three exclusive frames inspired by local landmarks, including the historic Chumley’s speakeasy and the Whitney Museum of American Art. The brand, founded in London’s King’s Cross in 2013, now boasts 19 stores across the UK and the US.
Tutto Bene, led by Felizia Berchtold and Oskar Kohnen, has previously designed interiors for Cubitts, including an artist’s loft-inspired store in London’s Islington and a Soho, New York boutique reflecting early 20th-century American industrial design.
The Cubitts West Village location masterfully merges historical reverence with bold theatrical design, creating a space that is both functional and imaginative, aligning with the neighborhood’s unique character.