“Pitaro” is an office furniture showroom, which was established by Moshe Pitaro in 1962. Pitaro’s company has been one of Israel’s leading office furniture importers for over 50 years. Irene Goldberg & Sigal Baranowitz were chosen to help Pitaro reinforce his brand identity as a leading player in the local market, and transform their showroom so that it would reflect the newest trends of today’s workspaces.
-text by the authors
 

Established by artisan Moshe Pitaro in 1962, and run by his daughter and son-in-law, Pitaro has been one of Israel’s leading office furniture importers for over 50 years. In addition, as their passion for design and artisanship runs deep, the company developed unique manufacturing capabilities, including a specialization in molded plywood furniture.

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem ArchitectsPitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects

With the design of the work environment constantly changing, Pitaro felt it was time to reinforce his brand identity as a leading player in the local market, and transform their showroom so that it would duly reflect the newest trends of today’s workspaces.

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects

However, when we met and heard their story we knew that above all, Pitaro’s new showroom should evoke the recognition that Pitaro is first and foremost the a very talented artisan.

The challenge was two-fold. First to detach it experientially from its harsh industrial surrounding, as it is located in the heart of Holon’s old industrial zone; and secondly to create a space with an assertive architectural presence while being elegant and enabling as a backdrop for the furniture exhibited.

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects

With the showroom being Pitaro’s main offices as well as a showroom, the space was clearly divided to private areas for the offices on the entrance floor and mezzanine, and public open spaces for the showroom on the entrance level.

The architecture is sculpted with monochromatic plains that vary in angles and shapes. 

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects As the space in its entirety is made of grey cement micro-topping, and completely closed-off from the outside, the boundaries between floor wall and ceiling dissolve. One of the ceiling plains acts as an artificial skylight, stretching all along the main space, drawing one to enter, leave the exterior world outside and embrace the unexpected experience.

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects

The large sculpted partition, separating the private offices from the showroom carries the cantilevered stairway to the mezzanine level, from which a beautiful framed view of the showroom is exposed.

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects

The other separating element designed for the space is a tribute to Pitaro’s tradition of plywood molding. A wood library hovering in space on stainless steel cables was designed to be made by Pitaro. New molds were created to bend the wood shelves, and the installation was assembled on site by no other then the owner himself.

The space promotes a very strong sense of design while leaving much stage room for the designed items it is displaying.

Pitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem ArchitectsPitaro, Irene Goldberg & Sigal Baranowitz, Baranowitz & Goldberg Architects, 2018, Pitsou Kedem Architects

 
Facts & Credits
Design  Baranowitz & Goldberg Architects in collaboration with Pitsou Kedem Architects
Area   600 Sqm.
Date    completion – February 2018
Lighting designer  Orly Avron Alkabes
Photography  Amit Geron

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