The Modern Salon

The Modern Salon

NEW YORK

Designed by frenchCALIFORNIA, The Modern Salon served as the official Collectors’ Lounge for the 72nd edition of The Winter Show, America’s premier art, antiques, and design fair. Developed in partnership with Ruinart, Dexelance, and Bang & Olufsen, the project reimagined the lounge as an immersive residential environment where craftsmanship, hospitality, and contemporary design converged within the historic Park Avenue Armory. 

GATHER, PAUSE, CONNECT

Rather than creating a traditional hospitality space, we envisioned a modern salon—a place where collectors, designers, museum patrons, architects, and cultural leaders could gather, pause, and connect. Inspired by the timeless character of the Armory and the spirit of collected living, the interior combined contemporary furnishings, curated vintage pieces, integrated technology, and layered styling to create an atmosphere that felt both refined and deeply personal. 

What We Did

Interior Design 
Creative Direction
Brand Partnerships
Hospitality Design
FF&E Procurement
Art & Object Curation
Styling & Installation
Event Production

IMMERSIVE STORYTELLING

Working closely with our partners, frenchCALIFORNIA led the creative direction, interior design, procurement, styling, installation, brand integration, and overall project execution. From the sculptural furniture by Dexelance to the architectural sound experience by Bang & Olufsen, every element was thoughtfully curated to create a cohesive environment that blurred the boundaries between residential design, hospitality, and cultural programming. 

Throughout the week, The Modern Salon became one of the fair’s central gathering places, welcoming collectors, editors, designers, luxury real estate professionals, and industry leaders. More than a lounge, it demonstrated frenchCALIFORNIA’s multidisciplinary approach to creating immersive environments where interior design, strategic partnerships, and exceptional guest experiences come together to tell a compelling story.

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