Penn Cellars Wine Store

This boutique wine store is located in Penn Station’s new concourse, one of the busiest transportation hubs in the country, with 600,000 daily users.

The design embraces site constraints, including a 7’2” ceiling height under beams and immovable building utilities. A dark warm brown ceiling emphasizes the height compression, evoking the feeling of an underground wine cellar. Interior millwork establishes a continuous 6’-8 3/4” datum around the store. Made of mahogany veneer, the detailing draws inspiration from 20th-century train cars, featuring bent wood elements. Due to the height constraints, air supply ducts run vertically behind the millwork with supply registers placed above the datum.

The modular shelving system, available in two widths (S and L), provides flexibility for the space’s dimensions and adds visual variety. Lighting plays a dual role: capturing passerby attention while effectively illuminating products. The store’s floor plan comprises two rooms separated by a column and terrazzo threshold. The entry room features a light blue background for the millwork, while the second room uses Penn Railway red, accented by a graphic linear light tracing the shelving module’s profile.

Collaborating closely with the millwork shop, we developed a modular system that could be seamlessly assembled onsite. Concealed drawers at the bottom of the units maintain the smooth aesthetic while providing additional bottle storage.