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Shopper’s Diary: Assembly Line Design in Boerum Hill, a New Showroom Concept


mNew to the Boerum Hill neighborhood in Brooklyn: Assembly Line Design Center, from Sarah Zames and Colin Stief, the founders of architecture and design firm General Assembly. Located in a historic storefront on Atlantic Avenue, the venue is part design center and part home decor shop and is designed to mimic an apartment; with a living room, a dining area, and a bedroom environment, plus a curated materials library.

The store offers a collection of furniture, lighting, and decor items from the studio’s favorite designers (and ours as well!), including Another Country, a UK furniture line, which will be on display for the first time in the US. Other lines include In Common With, Vonnegut Kraft, Fort Standard, Fern, Armadillo rugs, Quiet Town bath essentials, Atelier de Troupe lighting, furniture from Steven Bukowski, rugs from Tantuvi, lighting from Established & Sons, and lamps by Hannah Bigeleisen. The original artwork is curated by The Picture Room.

“We’ll also use the space for intimate gatherings, design talks, collection launches, photographic exhibitions, and celebratory dinners,” according to Sarah and Colin. “It will be a space where members of the design trade can meet with clients about their projects, taking full advantage of all the resources readily available on site.”

Here’s a look:

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Above: Assembly Line is located at 373 Atlantic Avenue in Boerum Hill, Brooklyn.
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Above: For the brand identity and store signage, “we tapped Paris-based creative studio Studio
Samuel, who created a minimal yet distinct aesthetic.”
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Above: A collection of lighting by Atelier de Troupe illuminates a corner of the main room. The stool is from Another Country.
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Above: The seating area features a sofa and Hunting Chair from Fern Handcrafted.
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Above: A trio of Compas Brass Pendants from Atelier de Troupe hovers over the living room setting.
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Above: A pair of Modern Farmhouse chairs and a peg rail, both from Another Country.
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Above: An array of lighting and objets on display.
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Above: In the dining area, a giant Faye Toogood for Calico mural adds a note of drama.
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Above: The tightly edited materials library offers a selection of essentials, from clé tile and Hudson Company flooring
to Bauwerk Lime Wash Paint and Elitis textiles.
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Above: A Kast Concrete Basin anchors the bath area.
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Above: Bath fittings from Sun Valley Bronze Hardware and tile from Fireclay.
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Above: Colin Stief and Sarah Zames, in their new shop.


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