The new home of Maxalto and B&B Italia

The B&B Italia store on Madison Avenue gets bigger, with a section – with its own entrance – dedicated entirely to Maxalto

B&B Italia, Madison Avenue

Design Holding, a global leader in high-end design, reinforces its activity in the States by opening new flagship stores and restyling older locations, as in New York where the “homes” of B&B Italia (135 Madison Avenue and 150 East 58th Street) now have a new look, including major expansion to provide more space for Maxalto. The iconic furniture brand on which the group has invested in 2023 presents an important new development: the opening of a showroom of 225 sqm on 31st Street – connected to B&B Italia, but with a separate entrance – in which to explore the collection designed and coordinated by the creative director Antonio Citterio.

Maxalto New York

“The expansion of the store in New York with a large display area and a new window,” the architect says, “represents an important step in the evolution of Maxalto and the development of its distinctive image and identity.” 135 Madison is thus an impressive initiative that brings together a European legacy of craftsmanship and innovation at a single site, 2300 sqm on two levels. These are indispensable factors for the various brands of the group: B&B Italia, Flos, Louis Poulsen, Maxalto, Arclinea and Azucena. “The opening of our flagship store offers a unique destination, combining the best of Italian and Nordic design,” says Daniel Lalonde, CEO of Design Holding, “to respond to different needs, from the residential market to custom contract projects. It is a showcase for the creativity and excellence that define our heritage.” 

Designed by Lissoni Architecture New York, the second floor of 135 Madison is an avant-garde space, featuring pure volumes and geometric lines in a dialogue with industrial materials, immersed in soft, neutral tones. “We wanted to reflect the character of New York City as a melting pot. With a holistic approach,” says Piero Lissoni. “We have gone straight to the essence of these iconic brands, emphasizing their DNA. A ‘common ground’ that can welcome and enhance the expressive codes of each brand and its identity.”