Blitz Designs Parachute’s First San Francisco LocationAuthor:Michelle Konstantinovsky
Modern bedding and bath essentials giant, , the fan favorite that started as an online-only retailer, has finally set up shop in San Francisco, and award-winning design firm is responsible for the dreamy new digs.
Founded in 2014 by CEO Ariel Kaye, Parachute is a Los Angeles-based company that’s focused on creating high-quality, contemporary home essentials. When the company decided to open its fifth location in S.F., the team hired Blitz to transform the space (a former Steven Alan) into a warm and inviting retail haven. Blitz incorporated a color palette consistent with the brand’s natural aesthetic and integrated hints of brass to pay homage to the city’s modern and industrial influence. With custom furnishings, abundant natural light, lounge seating, and abstract artwork, the revitalized space is comfy, and cozy, and everything a customer would want from a home shopping atmosphere.
The space includes a fully functional sink set within an arched recess, inviting customers to test the brand’s bathroom towels. The archway, an architectural element found in all Parachute locations, leads to a courtyard space shared with a French luxury goods retailer, Clare V.
Local artists are featured throughout the space as well — a large piece assembling paint and Parachute’s fabrics by Oakland-based Ethan Caflisch hangs in the entry lounge. Smaller pieces by Calflisch, in collaboration with Tappan Collective are also available for purchase in-store and online. San Francisco-based ceramics studio Heath Ceramics’ dinnerware and tabletop accessories are displayed throughout the store, and Dusk Designs, a Los Angeles-based design and fabrication studio, provided all millwork for the project, including custom tables, fixtures, and cabinetry.
Parachute’s new location makes use of the existing space and previous occupant’s materials in order to mitigate waste and control construction costs. The store’s dark exterior tones and Douglas fir wood floors complement the products’ raw, neutral materials.
Parachute is located at 445 Hayes Street San Francisco, CA 94102.
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