Pitaro is a project designed by Baranowitz & Goldberg. 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.

With the design of the work environment constantly changing, Pitaro felt it was time to reinforce its 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.

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 agent of Design with a capital D.
The challenge was two-fold. First to detach it experientially from its harsh industrial surrounding, as it is located in the heart of Hulon’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 is exhibits.

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 sculpt...