If you’re a music connoisseur, then you’ve likely heard of SoundCloud. Founded in 2007, SoundCloud is a music streaming service that allows users to upload, promote, and stream audio. SoundCloud is known for their work with underground artists, and is particularly recognized for their help in promoting hip hop and electronic artists at the grassroots level.
In addition to their streaming services, SoundCloud has a Merch Store. The Merch Store is located in their new office space in New York City and is a space for guests to shop the newest SoundCloud merch when visiting the offices.
During the design process of their Merch Store, SoundCloud hired TORUS for the project. Founded by Molly Ebner and Julian Scalia, TORUS specializes in interior design and experience design. They’d previously worked with SoundCloud in the past to design their Sound Booths, aka recording studios, with great results.
SoundCloud recently moved into a new office in NYC and through their remodel, they built a new “Merch Store, “Listening Lounge,” “All Hands Stage", "Content Capture Room" and a fully functional "Recording Studio.” They knew TORUS was the design studio for the job.
In designing the Merch Store, Ebner knew they wanted something modern and sleek, with an industrial flair. Ebner began searching online for a shelving unit that fit her criteria when she stumbled upon Modern Shevling. She was attracted to the sleek, clean, and somewhat industrial look of the shelves and loved that she could easily customize the shelves to include Soundcloud’s signature orange.
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“In the Merch Store, we really honed in on those elements of speedrail, neon lights, and acrylic sheets,” says Ebner. “Modern Shelving fit the bill exactly to match with the other built-in elements we had already designed. It also saved us money to not have to custom build something else for the room and instead choose something that was pre-fabricated, pre tested, and looked great!”
Ebner’s work with the Modern Shelving design team was quick and straightforward as she knew exactly what she was looking for. She opted for custom shelves that mixed and matched orange and white shelves to stay in line with the overall design scheme for SoundCloud. Once the shelves arrived, TORUS hired their team of installers to get them up and running.
The shelves sit on the back wall of the SoundCloud Merch Store. The shelves house various ever changing SoundCloud merch that artists can browse when they come and visit. The bottom cabinets are used for storage of past merch or anything they want to store out of sight.
“They love them,” Ebner says of the SoundCloud team. “I think it’s a fun concept to have a ‘store’ in an office space, so it’s exciting when people walk in and see it.”
TORUS is currently talking with SoundCloud about a potential remodel in the Los Angeles office and there’s potential that Modern Shelving will make an appearance.
“It really helps us as designers to have an easy team to work with and a nice product that really elevates any space you put them in,” says Ebner.
