Inside Reform's DUMBO Showroom: Kitchen Design That Stands the Test of Time

To start, can you introduce yourself and your role, and what you think sets Reform apart from other kitchen/wardrobe design brands?

Malena: I’m Malena, the US Brand Manager at Reform. I focus on activations, collaborations, and styling, ensuring the Reform brand is communicated consistently across the US.

What really sets Reform apart is our collaboration with some of the world’s leading designers and architects. Each collection is thoughtfully developed with carefully curated finishes and materials, offering a refined set of choices that have gone through a rigorous design process.

What’s a kitchen or wardrobe design trend you’re seeing and loving right now?

Malena: Personally, and at Reform, we are not focused on trends - we want kitchens and storage to last, feel timeless, and evolve and change with you over time. Create and design a space that feels personal - a kitchen should be a place you want to spend time in, even when you’re not cooking.

What’s a design choice you think is quietly becoming outdated, even if people aren’t ready to admit it yet?

Malena: We meet a lot of clients who feel safe in very traditional kitchen layouts. I encourage clients to think less traditionally and design a space that blends in with the rest of the home. For example, when appliances are integrated and not on display, it changes the feeling of the room. Minimalism brings focus to the items you love the most - highlight them and use them daily.

If you had to design a kitchen or wardrobe for yourself with one non-negotiable element, what would it be?

Malena: If I had to design a kitchen or wardrobe I would focus on well-thought-out storage, so everything I own has its dedicated place, allowing my home to stay minimal to highlight my favorite pieces. For the design, I would focus on our brushed aluminum finish that changes throughout the day depending on how the natural light hits it. Adding warmth with a natural oak interior.

Tell us about your showroom here in DUMBO. What was important to you in how the space is designed and used?

Malena: Our showroom in DUMBO at 39 Main Street is designed by Norm Architects, who also designed two of our collections. They created a calm backdrop so each of our displays can have its own moment. As visitors move around the central monolith, the kitchens reveal themselves gradually. We also wanted the space to work for both big and small events, while still feeling intimate as we love bringing people together.

NYCxDesign Festival is one of the biggest celebrations of design culture in the city. How is Reform planning to be part of that conversation this year for DUMBO Design Day?

Malena: For DUMBO Design Day, we’re excited to host our annual kitchen party. We look forward to celebrating our community and DUMBO’s creative food and design scene.