For upstart fine jewelry brand Vrai’s newest showroom in the Meatpacking District, interior and architecture studio Cass Calder Smith found inspiration in the world of fine art. It’s a fitting reference point given that Vrai’s collection of diamond high jewelry is created rather than mined—the ten-year-old brand has emerged as one of the most exciting in the world of lab-grown diamonds. To capture the art of Vrai’s engineered gemstones, the studio crafted display cases inspired by a series of untitled cubic Donald Juddsculptures and finished with fine-art grade non-glare glass. A series of geometric light fixtures and tabletop display cases nod to gemstones’ inherently sculptural nature by emulating the shape of cut stones.
Below, we take a closer look with Cass Calder Smith.
What was the vision behind the project?
To present jewelry and diamonds as exquisite pieces of art, much like what you would find in an art gallery.
What colors and materials are central to the visual identity?
The use of bleached walnut in the viewing cases and the application of non-glare glass, similar to the kind used in fine art framing. They highlight the jewelry and also contribute to the overall atmosphere.
What stands out to you the most now that you’ve finished it?
The vibe is very much like a gallery. It has a welcoming calmness that you don’t find in typical retail stores and encourages you to stay a while.
References of inspiration?
The ambiance of art galleries and Donald Judd’s minimalist sculptures from the 1970s. This era’s influence is reflected in the custom viewing cases and the store’s overall minimalist yet luxurious aesthetic.
Favorite detail?
The Maker Table, where clients can engage in the “Cut for You” experience. This table, along with the delicate geometric-shaped light fixture above it and the mirror panel flush with the ceiling embodies the brand’s innovative spirit and adds a dash of glam. It’s a design element that not only serves a functional purpose but also enhances the unique, customized experience for the clients, making it a centerpiece.
Also, the jewelry on the walls as art, where they work in harmony to create a gallery-like experience. We designed the light fixtures that were fabricated in Italy. It wasn’t extremely difficult, but they are special.
A welcome distraction?
The song “Sister Morphine” by the Rolling Stones, or really anything by the Rolling Stones.
Next project on the horizon?
Currently on the boards and under construction are multiple single-family residences in San Francisco, New York City, L.A., Stinson Beach, and Sonoma, plus a new 32-unit condominium building in San Francisco on Nob Hill. We’re also finishing up a bistro in the Hamptons.
