Modular Steel Blue Design Shapes Intimate Manhattan Cocktail Lounge

Restaurateur Josh Greenspan has teamed up with renowned furniture manufacturer USM to debut VV’s Cocktail Room in Manhattan’s vibrant Chelsea neighborhood. Named after Greenspan’s daughter Vivienne, the ultra-intimate lounge accommodates just 18 patrons to successfully replicate the exclusive feel of a traditional omakase tasting.

Rather than relying on conventional layouts, the venue’s interior framework is wrapped almost entirely in striking Steel Blue USM Haller modular shelving. This bold application pushes a classic storage product into the realm of experimental spatial design and structural architecture.

Reimagining Spatial Modularity

Developed in tandem with Ian Mutschelkanus, USM’s director of architectural development, the concept treats industrial furniture components as primary building blocks. The resulting environment offers deep inspiration for professionals tracking modern home design and commercial spatial innovation.

Global Influences and Historical Design Language

The visual identity draws heavily from Greenspan’s personal travels and the futuristic aesthetics found across Tokyo and Hong Kong between the 1960s and 1990s. These nods to historical architecture and mid-century urbanism create a moody, transportive backdrop for guests.

Visitors step past a frosted glass block partition into an immersive chamber where navy blue panels dictate the perimeter. These metallic blue modules extend seamlessly into functional shelving units situated directly behind the main bar.

Balancing Industrial Steel with Organic Warmth

To counteract the cool tones of the modular framework, the design team incorporated rich organic textures throughout the seating and service zones. Rich dark walnut wood anchors the room, forming both the primary bar top and matching intimate tables.

Custom details elevate the craftsmanship further, including burgundy-upholstered bar chairs and bespoke banquette seating constructed by the founder’s father, Michael Greenspan. For further reading on spatial layouts and concepts, explore our collection of architecture articles.

Lighting, Art, and Culinary Synergy

Atmospheric lighting plays a crucial role in softening the metallic elements, highlighted by a distinctive wavy pendant fixture designed by Studio Kawabi. A captivating painting by Japanese artist Keita Morimoto completes the visual composition, blending contemporary art with architectural precision.

Beyond the physical build, the venue delivers a world-class beverage program curated alongside award-winning mixologist Neal Bodenheimer, Vincent Favela, and Dorie Greenspan. This holistic fusion of structural ingenuity and hospitality sets a fresh benchmark for urban lounge design.

 
Here is the source article for this story: Josh Greenspan creates New York cocktail lounge almost entirely with USM modules