The Modern West brand wanted to create a gallery that accomplished two things: design a gallery space that exemplified the “West” and showcase artwork in a way that did not feel like a museum or art gallery. WOW atelier was commissioned to create the conceptual framework of how the space would accomplish this goal, as well as execute the design and implementation of every detail within the space.  The overarching concept was to create rooms within rooms to elicit a more residential experince. Each room had multiple functions; the living room, for example, was a gallery space that could turn into a private showroom, and the reception area was able to transform into a bar for openings and private events. The main gallery walls formed an implied room via their placement and thickness, allowing the “residential” scale to be felt throughout. In total, this allowed the overall experience to feel as if you were moving through someone’s home, from space to space, each with its unique use and style.