II BY IV DESIGN - The Epitome of Silent Luxury

10/03/2016 by

Founded in 1990 by partners Dan Menchions and Keith Rushbrook, II BY IV DESIGN is a creative studio that you know, only if you're in the know. The creators of many high profile projects, their portfolio of work is impressive and their client list reads like a who's who in industry circles; however, Menchions and Rushbrook are understated about their success, preferring to let their design work take center stage.

Specializing in international luxury lifestyles and architectural interiors, II BY IV DESIGN is a multi-disciplinary studio with a focus on high-end condominium developments, innovative retail spaces, hospitality environments, marine and product design. Guided by a design philosophy that is client focused they are known for creating interiors with longevity that surpass trend; each project is unique, with its own distinctive story, there is no signature look to the firm's work simply the "right" look…which can make it hard to identify.

Based out of Toronto, Canada, Menchions and Rushbrook are responsible for several of the city's iconic venues that that define the social landscape of the downtown core; from the sleek marble-lined CN Tower restaurant, to the see-and-be scene at the Thompson Hotel's roof top patio and lobby bar, to the décor gallery and eatery in Holt Renfrew. In fact, the firm has a strong presence across North America and in 2011 opened a second studio in lowerManhattan's fashionable TriBeCa district to better service their clientele in the United States. In New York City alone the talented designers have contributed their vision to several notable venues; including the chic tartinery SnAKS (found in Saks Fifth Avenue's flagship Rockefeller Center store) and Yankee Stadium, where they transformed 37,000sq.ft. of restaurant, bar and lounge amenities reserved for top-level season ticket holders.

At the heart of their business, II BY IV DESIGN are experts at interpreting current and emerging consumer behaviors, attitudes and expectations; they excel in creating dynamic, multi-unit residential developments. A key contributor in many successful projects, the firm designs comprehensive lifestyle inspired amenities; everything from intimate private dining rooms, theatres, party rooms and lounges to state-of-the-art gyms, wellness centers, outdoor movie lawns and indoor climbing walls. In highly competitive urban markets like San Francisco and Boston where the average cost per square foot is anywhere from $1,000 to over $1,600 respectively, understanding purchaser demographics and motivations is paramount.

Menchions and Rushbrook don't just create beautiful designs but designs that work, they firmly understand the role of design in marketing and how it affects their clients' bottom line. Which is why they have been called upon to contribute their valuable insight to high-end, luxury developments like: LUMINA Condominium Development, One Mission Bay and the Rockwell in San Francisco, as well as Pier 4, in Boston. When the presentation center for LUMINA opened there where 270 sales appointments made within the first hour; the first phase of One Mission Bay sold 80% within the first month; and the Rockwell completed 107 sales in the first 60 days it was on the market. There are many factors that go into the success of a project but amenities are a primary consideration for potential purchasers and a definitive way for developers to differentiate themselves.

Building on their understanding of residential environments and consumer culture, II BY IV DESIGN has also had a hand in designing hotels; most notably, the Trump Hotel Collection's Columbus Circle locale, as well as, the chain's first and second International Hotel and Towers (in New York City and in Toronto).

Bricks and mortar don't define the extent of their design reach though; II BY IV DESIGN travels all over the world to meet with clients, conduct site visits and oversee the installation of projects, from Mexico City to Singapore and Austria. Crystal Cruises, a repeat client for the creative studio, has entrusted the firm with creating exclusive retail spaces and six-star caliber staterooms for several of their vessels which circle the globe. Just returning from a 32 day excursion thru the North West Passage, the Crystal Penthouse Suite aboard the Crystal Serenity commands an impressive £78,802 per person and has been described as "one of the most luxurious cruise ship suites in the world".  

There is no doubt that II BY IV DESIGN's work is valued and respected, they have many repeat clients and are the recipient of over 350 awards; however, they are not a household name. According to Dan Menchions this is irrelevant, "the greatest indication of our success comes from our clients and the realization of the project itself". Driven by a passion for constant innovation, II BY IV DESIGN goes quietly about their business; creating memorable environments and delivering world-class, sophisticated design – they are the epitome of Silent Luxury.