532 West 20th Street

532 West 20th Street

NEW YORK

frenchCALIFORNIA unveiled a new design project within DDG’s 532 West 20th Street, in New York City’s Chelsea neighborhood. With an expansive and diverse network in the design industry, frenchCALIFORNIA is noted for curating collectible design exhibitions within luxury model residences. For 532 West 20th Street, frenchCALIFORNIA partnered with Magen H Gallery, a gallery that has championed innovative designers in the decorative arts, sculpture, architecture and ceramics since 1997.

OUTFITTED WITH RARE WORKS

For 532 West 20th Street, Joe McMillan's DDG tapped frenchCALIFORNIA, who partnered with Magen H Gallery to curate an exhibition titled “The Collector: Le Gout Francais.” frenchCALIFORNIA outfitted the space with international mid-century and modern collectible design pieces with a particular focus on French post-war design, including pieces by Guillerme et Chambron, Pierre Chapo, Max Ingrand, Jacques Adnet, André-Aleth Masson and more.

What We Did

Interior Design / Staging Concept
FF&E Selection 
Art Curation 
Model Residence Activation

COVETED DESIGN AND ART PIECES

frenchCALIFORNIA utilized a neutral color palette, natural materials, soft textures and warm wood accents that juxtapose the hard concrete of the building’s exterior. The full floor, open-space plan provided an opportunity to choose a variety of works ranging from small ceramics to large sideboard and daybeds.

frenchCALIFORNIA catered to the loft-like features of the space while curating a specific type of luxury that a potential buyer of this caliber would expect, complete with coveted design and art pieces that they are looking to collect.

FRENCH POST-WAR DESIGN

“For the design of the 532 West 20th Street space, we wanted to bring in works from renowned European designers, leaning into Magen H’s masterful collection of French post-war design,” said Guillaume Coutheillas, founder of frenchCALIFORNIA.

A SENSE OF HISTORY

“Our goal was to add a sense of history and place to the unit, bringing in pieces that tell a story and add character to the ultra-modern design and architecture of the new building,” said Coutheillas. “It was an overall incredible experience working with DDG’s CEO and Chairman Joe McMilan to design one of his units, as he is a personal mentor of mine and an industry leader.”

PHOTOGRAPHY BY ROBERT GRANOFF

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