Parachute Home's luxurious showroom is revealed. Towels, robes, blankets, and other home goods are arranged stylishly within the space. Wooden tables and shelves house a bounty of products.

Premium home goods in an immersive showroom.

The design and construction of the 1,250 SF retail location for Parachute encompasses a number of spaces that overlap to create a congruent experience for customers entering the store. Matching the company’s standards and branding, Blitz created an immersive residential experience.

PARACHUTE HOME

LOCATION
San Francisco, California

SIZE
1,250 SF

SCOPE
Architecture
Interior Design
Furniture Design
Lighting Design

PHOTOGRAPHY
Aubrie Pick

An L-shaped couch spans a corner of the room. A plethora of pillows fills the sofa. Some are patterned, while others are a solid color. A three-pronged light fixture juts out from a sidewall. A simple, yet opulent painting hangs above the couch.

Wooden shelving holds an abundance of Parachute products; bedding, flowers, picture frames, and plants occupy the shelves above the white drawers. A wooden table of candles, plates, golden silverware and towels lies in front of the shelving.

For Parachute’s first San Francisco location, Blitz upheld the original architecture of the neighborhood and incorporated location-specific décor and features, a duality seen in all Parachute locations.

With custom furnishings, lounge seating, and abstract artwork, the space offers guests a warm and welcoming home-like atmosphere that deviates from the typical retail models of today. Spaces are layered to create an immersive, residentially inspired shopping experience with clear circulation and abundant natural light.

The brand’s various product lines are displayed in a manner that creates a natural path of movement for customers throughout the store. A lounge area welcomes guests with a daybed upholstered in the brand’s own fabric to provide comfortable seating spaces for lolling about. Customers are then met with bedding, bath, and other home product offerings in a space that includes a fully functional sink set within an arched recess, which invites customers to test the brand’s plush bathroom towels for softness and absorbency.

Botanical arrangements hang from the top of the window. Potted plants and a basket of rolled towels lie beneath them. A couch is adjacent to the window, holding various decorative pillows.

Thin wooden shelves hold soaps, plants, pillows, and other domestic goods from Parachute's home collection. The products are bathed in the natural light pouring in from the front window.

A luxurious round mirror with a gold frame hangs on the wall above a wooden side table. Books, a candle, and a vase filled with pampas grass decorate the table as it rests against a white wall.

The result is a layout that welcomes customers to authentically engage with Parachute’s products and linger within the space.

Materiality played a large role in enhancing the design. The dark tones of the exterior and Douglas fir wood floors complement the products’ raw, neutral materials. The color palette incorporates the city’s modern and industrial influence with hints of brass. To make the product line the focal point of the design, Blitz developed a scheme that was subtle and simple, to add depth to the customer’s shopping experience.