Dr. Barbara Sturm Madison Townhouse

CLIENT: DR. BARBARA STURM
DATE: 2022
DETAILS: INTERIOR DESIGN
PHOTOGRAPHY: Provided by Client
STYLING: HUXHUX Design Inc.

HUXHUX Design Inc. was hired by Dr. Barbara Sturm as the lead interior designer for their grand return to New York City in a very unique property. This five-story townhouse on Madison Avenue is both boutique and spa. Above the retail level, we designed a mezzanine lounge followed by three additional floors of spa treatment rooms. Each treatment room is designed to reflect the founder’s character in a townhouse context. Unique wallpapers, residential proportions, and finishes to make clients feel at home were our focus for the interior design. We worked with the client’s brother, Tobias Freytag, who is the brand architect, to develop a vision for the retail and treatment spaces.

The boutique at street level wanted to feel cozy and more residential than previous locations we have designed for the brand. We balance warm terra cotta colors and cherry wood fixtures with cool concrete finishes that typify brand elements elsewhere. A long narrow dramatic double height space leads you back to the signature Sturm discovery table where visitors are guided by staff through their entire product offerings.

A mezzanine level overlooks the main boutique salesfloor. This space is used for hosting shoppers who might need a bit more space. It also functions as a social lounge for guests and activations for the brand and its partners.

The four primary treatment rooms are in the upper levels of the townhouse. We designed a ritualistic threshold for clients receiving treatments so that they can sit and partake in the brand’s tea service while consulting with aestheticians prior to or after services. Each individual treatment room features a stunning Osborne & Little wallcovering to make the experience unique from any other of the brand’s locations. Our design intent was to offer Barbara’s clients a view into her more personal taste and her appreciation for cozy, inviting spaces.

Interior of Dr. Barbara Sturm skincare store, featuring wooden shelves displaying beauty products and a modern design with peach-colored walls and spiral staircase.

Storefront of Dr. Barbara Sturm with orange-tinted windows and displays.

Cosmetics store interior with skincare products, shelves, and display racks, labeled Dr. Barbara Sturm. Modern design with wood accents, light fixtures, and spiral staircase.

Exploded view of a building's floor plans from basement to fifth floor, showing layout details of each level, including rooms and furniture placement.

Modern waiting room with beige chairs, a sofa, and orange accents, featuring the text "DR BARBARA STURM" on a concrete wall.

Isometric illustration of a room layout with floral patterned walls, showing two separate areas. One area features people interacting and sitting on bean bags with a patterned floor, while the other displays a person walking through a hallway with furniture.

Spa treatment room with floral wallpaper, massage table covered in white sheets, a circular ceiling light, two windows, a lamp, a mirror, and skincare products on a counter.

Interior of a modern waiting room with pastel-colored walls, mural featuring trees, and modern furniture, including a long white sofa, small round stools, and lamps. The name "Dr. Barbara Sturm" is visible on a wall.

Isometric illustration of three different room designs with pink floors and patterned walls, depicting modern interior layouts with furniture and plants.

A plush spa treatment room with a bed covered in white linens labeled 'Sturm'. The room has vibrant floral wallpaper and a coral-colored ceiling. There are two white robes hanging on the wall. A circular mirror, lamp, and various skincare products are displayed on a countertop. Stairs are visible through an open doorway.

Interior of a spa treatment room with two massage tables covered in white linens, decorated with a leopard print wallpaper. A circular mirror and floor lamp are beside a small upholstered bench. Two robes hang on a wall, and skincare products are displayed on a cabinet.

A stylish spa treatment room with floral wallpaper, a massage table covered in white linens, a round mirror, lamps, and a cabinet with skincare products. The ceiling is painted peach and features a modern circular light fixture.