Found in the world’s most luxurious homes, the Sub-Zero, Wolf, and Cove brands are synonymous with iconic design and incomparable performance. Twenty years after the Madison-based appliance company’s first Living Kitchen opened, many of the showrooms across the country no longer represented the brands’ products or reputation for excellence.

The Sub-Zero EuroConcepts location in Beverly Hills is a new one for the brand that sought to capture high-end shoppers along Melrose. Strategically located next to a school frequented by Hollywood elite, the showroom needed to reflect the brand’s new design standards while also remaining unique to the Southern California lifestyle and aesthetic.

The result is an elevated Living Kitchen with premium finishes, a demonstration kitchen, expanded product experiences, and office space in 1,000 more square feet than the typical 1,500-square-foot showroom.

Upon entry, customers are greeted by the first product vignette featuring the brand’s contemporary line. Appliances are integrated, almost hidden, into the warm wood toned millwork with minimal hardware and flush surfaces. Instead, the focal piece of the space is a cool grey island engineered of glass, porcelain and quartz with copper-like veining. A rectangular light fixture encircles the custom hood.

To the right, a wine room rewinds 50-plus years to strike a more mid-century modern feel with deep teal millwork warmed by brass accents in the light fixture and as an overlay on the face of a wine cabinet. A textured hand-painted wall covering adds depth while a faux animal skin rug and blanket and caramel leather chairs lend to the smoking lounge vibe.

In the middle of the showroom, three structural columns were given purpose by adding a fourth, brass paint, and a brass metal mesh screen canopy to create a seating area with plush pink chairs and an over-sized screen for branding.

The third and final vignette features the brand’s professional line. The white Carrera marble-like island and slatted white oak millwork create a soft backdrop for the industrial stainless steel. The appliances also juxtapose with feminine features like the delicate brass light fixtures that share a whimsy with the faucet reminiscent of a fireman’s hose reel.

Throughout the space large format tiles tie each area together. In each vignette, the natural grains and hues intentionally offer counterpoints to the appliance’s sleek glass and stainless steel. The overall palette complements the company’s product lines. The contemporary lines’ black glass appliances are ingeniously integrated into custom millwork while the more substantial professional line in stainless steel intentionally stands out.

The new Beverly Hills Living Kitchen inhabits the inspiration the brand seeks to evoke in its customers.