At the BKLYN Designs expo, a local retailer debuts smaller, smarter appliances

by Meredith Napolitano Stettner

From BKLYN Designs 2016—the annual exhibition of Brooklyn-sourced contemporary furniture, lighting, accessories, and art—visitors left with, among other things, new ways to love their tiny apartments. For the expo, and for the first time, Brooklyn-based kitchen appliance retailer AJ Madison partnered with Resource Furniture, Con Edison, and the interior design company AphroChic to produce a “Micro Loft,” a model apartment showcasing small-space solutions with a breath of borough style.

A timely installation expanding the typical vision of what can be accomplished within a limited framework, the Micro Loft is founded on an increasing need for functional space. Such area-efficiency is reflected in small-scale “life edited” solution tutorials that have populated Pinterest and the work of Japanese tidying guru Marie Kondo, who has captivated urban designers with her latest book Spark Joy: An Illustrated Master Class on the Art of Organizing and Tidying Up (Ten Speed Press, 2016). The author is devoted to living with less and loving what one lives with, and her popular question, “Does an item spark joy?” has become a mantra for fans looking to maximize and minimize simultaneously.

“You don’t have to sacrifice beauty to have a functional space,” said Philippe Meyersohn, director of brand marketing and business at Borough Park-based AJ Madison, adding that the company has increasingly seen space become more limited, and so used in multiple ways. “We want to show that you can create versatility. Spaces such as the Micro Loft can be tight and functional, but open, too. If you want to produce an entertainment area or more room for family, you can do so easily.”

It helps to have the right products. For the exhibit, AJ Madison will feature a cutting-edge full kitchen, showcasing Bosch appliances, not least for their sleek aesthetic and durability. On display will be a 24″ x 78″ stainless steel refrigerator, which can be installed into the wall with panels—its narrowness utilizing the often-empty space above short, squat fridges. Another innovation is the Bosch 24″ built-in microwave drawer, which can be installed below a wall oven or under a counter, as in the Micro Loft, where it hides in a 30″ moveable island. The drawer eliminates the need for an appliance that commonly bombards countertops. The Bosch Cooktop, a 24″ gas cooktop with four sealed burners and a 30″ Bosch wall mount chimney range hood complete the design, along with a 24″ electric wall oven and 24″ stainless steel dishwasher with a 16-place setting capacity.

As the showcased appliances are all under two and a half feet, it raises the question, why are standard appliances often so large?

“Because people don’t know that small ones exist,” Meyersohn explained. “Today, you can have a 24″ oven or an 18″ dishwasher,” suggesting that items are chunkier by default. Kitchen function should instead, he believes, be more tailored to individuality. When designing, Meyersohn urges, “I wouldn’t put every appliance in a space just because—I would ask, ‘Do we need it? What will be the use of it?’ I look at how everything comes together holistically in the total space. The biggest mistake I see is using standard sizing. Too often people stay with what they know.” With the Micro Loft, he added, dwellers were inspired to think outside the box and prioritize things they use regularly.

As the small-space market increases, a total-solution approach, rather than a product approach, is on the rise. Whether buyers are downsizing, moving into a first apartment, or have a family of four to accommodate, getting the most out of a room is about the biggest idea one can order in the design dialogue, whether a space measures 400 square feet or five times as much. In Micro Loft’s kitchen, with the fridge, oven, range, and dishwasher flush to the wall—along with the small island housing the microwave drawer—the design is trim enough at first glance to make one wonder if something is missing, but the beauty is, it’s all there.

AJ Madison, Inc.
3605 13th Avenue / 718.532.1800
ajmadison.com