In the heart of Soho is a gorgeous white loft that is more than it seems — it is actually a project completed by JWS Interiors to showcase a new collaboration between some of the industry’s top interior brands. Kitchen Aid, Formica, Schlage, Jeld Wen Doors, Delta Faucet, and Hunter Fan Company formed a design collective called Elevate Design Collective to bring top of the line home finishes and accents to the forefront of the design conversation. The result is a cutting edge loft that features a few new introductions as well as custom options. We sat down with Jennifer Schmidt of JWS Interiors to get the details of the project:   

What stylistic preferences did they come to you with?
Since this was a unique project, I was able to help set the tone for the design of the loft from the beginning in discussing with the brands and the loft’s homeowner, who allowed us to do this unique project.  We were in an urban setting with great architectural features such as a huge skylight, beautiful windows, high ceilings and more. Right away we thought a Scandinavian look — a lot of white, pops of black, warm neutrals, including our custom “Single Malt” paint.

Besides Elevate Design Collective, were there any other collaborators?
JWS Interiors worked with Mary Jo Peterson on the kitchen design.  Elevate also partnered with Pantone to create a custom color — “Single Malt” — and applied that color in large and small ways to our custom products for each brand.  We showcased the renovated loft to press and design industry influencers in May during NYC’s Design Week.

What part of the home needed the most attention?
The kitchen was the largest problem — outdated cabinets, old granite and appliances. Last but not least, the kitchen was completely closed off.  We knew it needed to be opened up, knocking out the peninsula’s lower cabinets completely and adding in an island. We also incorporated open shelving on one wall with no upper cabinets to keep a clean look, yet still functional.

Where did you start the design process?
This was fun because I had to start with the accent decor — faucets, appliances, counter tops, hardware, etc. first! It was a unique way to design the loft around these brands’ products while still keeping with our ideal aesthetic and ensuring cohesiveness. Post project, it certainly has made me pay even more attention to the details such as the Schlage hardware and even faucet selections!

Did you bring in any of the home owner’s things or did you completely stage the space?
We did keep some of the homeowner’s furniture that helped complete our look, including the cool custom iron canopy bed. 

What was the biggest challenge in this project?
The biggest challenge, as with any project this size, is coordinating with so many people. We had six brands, the contractor, another designer, and more! It was a super fun and everyone was thrilled with the results. It was a true team effort.

The kitchen is unbelievable! Tell us about the finishings you chose.
The kitchen was so much fun as it truly becomes the heart of a home. We incorporated Kitchen Aid’s gorgeous black matte appliances including the 5 drawer refrigerator, oven with hood, and dishwasher.

You can’t help but stop and stare when you see the gorgeous Formica counter top in custom Pantone color; and the Delta sink faucet. Our Kraftmaid cabinets had a lot of fun storage options for storing spices, beautiful silverware organization, as well as larger drawers for neatly and securely holding stacked plates (a genius idea of Mary Jo’s). Everyone also loved how we incorporated single pane glass upper cabinets with subway tile inside the cabinet and mini lights to showcase what’s inside. 

You’ll also notice in the main kitchen hallway, we used three modern, Jeld Wen barn doors as a unique option to hide several small closets in the main entry. By incorporating barn doors on one rail, it made for a great, functional way to hide the laundry room, but also the cleaning/storage closet.  We eliminated ugly, old bi-fold doors and made for a clean, urban look with the doors. 

What was the feedback you got from both the Collective and the homeowner?
The Collective was very happy after we all came together to achieve this beautiful space. The homeowner was amazing to work with and also loved the completed project. I think the kitchen transformation was a big achievement and our re-design of the living area with back-to-back tufted leather sofas, creating two seating areas, were very popular.