Previously open by appointment only, the showroom is now accessible to the public, with opening hours Friday through Sunday from noon to 7 p.m.
Miami-raised Jonathan Sanchez-Obias decided to make his furniture collecting hobby full-time status once he saw the growing demand for rare vintage home items. Last year’s pandemic closures kept the world closed at home, giving homeowners and tenants a rush to organize and furnish their spaces. It was the perfect opportunity for Sanchez-Obias to launch his business.
“The vintage furniture market was booming, especially on Instagram, so I created Primaried,” says Sanchez-Obias, who launched the store ten months ago by first selling a few pieces of his own. rare collection, then out of a storage unit, to finally open a permanent showroom.
The small business quickly gained followers once the 29-year-old began posting photos of the furniture and property available on Instagram, creating an aesthetically fascinating grid of primary colors, quirky furniture and gorgeous designs.
The showroom, featuring designs ranging from Memphis style to postmodern, offers a unique visual experience whether you are looking to furnish your home or just shop window. Collectors will recognize many of the rare designer names that have been sold in the store: Giotto Stoppino, Lella and Massimo Vignelli, Vico Magistretti, Herman Miller, Ettore Sottsass and Mario Bellini.
“I look hard. Some days I won’t sleep,” admits the business owner for his dedication to meticulously tracking down the rare pieces he offers in the store, often sourcing from dealers and contacts of Faraway states and countries.
Hard work pays off – given that rare Primaried Studio furniture tends to sell out as soon as it is released.
“Most of them come from the Italian design of the 70s which incorporates abs [acrylonitrile butadiene styrene] plastic when designers started using injection molded plastic in furniture design, so there are a lot of those pieces here like the vintage Kartell and Cassina, ”he shares.
ABS plastic is commonly used in Lego bricks, which share many of the same bright colors as the housewares available from Primaried.
Arne Jacobsen’s minimal three-legged Dot stool from the 60s for Gitz Hansen is the first piece Sanchez-Obias saved, sending him to a vintage interior design burrow over four years ago.
“My knowledge and experience of [the furniture] have increased dramatically since I’ve been dealing with it now, ”he says.
Through books and practice, Sanchez-Obias has a new talent that sets designer pieces apart from fools.
Often struggling to give up some of the rare pieces, Sanchez-Obias is grateful that the store allows him to see and explore the collectibles in person. Creatives are encouraged to use interior design curation and can reserve the showroom for a photoshoot or a small activation space.
Taking advantage of the Miami Seaport, Primaried sells and ships many parts to loyal international customers. However, Sanchez-Obias hopes the new Miami showroom will also attract more locals to shop.
“There wasn’t a space like this in Miami yet. Most of the vintage bestsellers are in New York and LA,” he shares.
When the warehouse space opened up next to Sweatan s Churchill’s, Sanchez-Obias was quick to sign the lease, knowing this was the right place for Primaried Studios to set up shop.
Primary Studio. 204 NE 55th Ter., Miami; primariedstudio.com.