May 11, 2015 // Design

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

When Lyndsey Butler decided to open a store in Soho for her brand Veda, she enlisted the help of designer Michelle Zacks to create a space that reflected best the chill and cool Veda vibe. The pair worked together to conceptualize a black, white, silver and pink space, with doses green, incorporated via plant life.

Lyndsey’s love of greens runs deep, and customers who spend $300 or more at the store during May get a plant and planter from Lower East Side plant shop The Sill. Uh, that’s awesome!

The space is accessed via doorbell and visitors walk through a small vestibule to get to the leather treasure trove within. Click through images below for the lowdown on Lyndsey and Michelle’s design process.

Photos: Winnie Au

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“The layout of the store is long and narrow with a ton of vertical space,” says Michelle. “So we wanted to use light-feeling elements to create more space visually. The custom made lucite racks appear almost invisible. We also wanted to draw the eye up and make use of the ceilings as a place to add a creative touch – the Persian carpeted ceiling is Lyndsey’s idea! I sourced the rugs at ABC and through the vintage rug vendor at the Brooklyn Flea Market – he let us come to his warehouse and pick them out. They were applied with a combination of glue and a nail gun.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“We had this loft area that was already built into the space and we had to figure out how to fill it in a way that was cool and visual. Lyndsey and I both have a major love of plant life, so the idea for a ‘futuristic jungle grow room’ was hatched. I installed a ton of cacti and other plants, and we built some custom pedestals at different heights. The light up there is purple not just because it casts an amazing glow, but it’s also a grow light to keep everything alive. The plants are maintained every week by a special plant guy.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

The store’s design complements the clothes perfectly.

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

A soft pink light glows throughout.

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“Since Veda specializes in leather, we tried to add touches of that throughout the store to enhance the whole Veda vibe. The hanger straps were created by Team Veda. I had Lucite planter boxes made for the dressing room that we filled with crystals and air plants. This very amazing jacket was hand painted with an image of Patti Smith, by Alice Lancaster in collaboration with Veda.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“The planters are a combination of styles found at West Elm and custom made by Team Veda.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“There’s an iPad in-store that lets customers view the collection online, to see how certain Veda styles fit etc. We created a custom made wood pedestal and added a piece of the raw marble that broke off from the floor insert. It looks so future/nature to me.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

Can you say, Lost In Space?

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

So cool.

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“Lyndsey wanted some minimal artwork in the store, so I suggested wrapping leather around a stretched canvas – so simple and easy!”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“Nelson Harst from Antifurniture curates a selection of books that are available for purchase at the Veda store. Lyndsey is a big reader, so this is totally reflective of her style.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“We mixed the rugs with industrial-style lighting so it would still have an edge and not feel too precious.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“The floor is my absolute favorite design element of the store. Lyndsey knew she wanted a poured concrete floor, so I introduced the idea of combining it with a second element. We found an amazing piece of raw marble in shades of pinks and greens at Puccio in Brooklyn (sadly, it’s no longer in business). I hoped to retain the live edge of the marble so we had it set into the floor as is and the concrete poured around it. I think it looks like a gem being unearthed from the ground.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

Michelle in her natural habitat.

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“The very cool looking cash wrap / bench / storage area was designed and built in collaboration with Dan Grady Faires, who does an amazing job on a lot of Veda interior design projects. The pink sliding door was both an aesthetic and functional solve – there was a random door in the space that leads to a hallway, but we did not need it for any reason, so we removed the door knob (the actual door is still behind there!) and covered it with the sliding door. It creates usable wall space and also adds that perfect shade of pink into the mix.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“These drink koozies are a collab between Veda and Carley Holtsinger.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“The lobby is the first glimpse into the world of VEDA. There’s a sign board on the wall that can be easily changed with new text. Black Panton chairs and a concrete pedestal. The silver hide rug was sourced on Etsy.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

“The storefront is unique in that it’s split between two windows. We took advantage of that and created a custom made Veda neon sign that spans both windows and cleverly uses the entire space without feeling overwhelming. Neon sign designed by Arch & Loop and made by Let There Be Neon.”

A Ceiling Covered In Persian Rugs Is Just One Reason To Be Obsessed With The Veda Soho Store

The store is located at Howard and Mercer Streets in Soho.

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