design:retail - July 2017 - 68
068
It is the mission of Design Within Reach (DWR)
Since 1998, the company has been giving consumers access to innovative works from iconic designers.
For the past seven years, DWR leadership has been
working with New York-based, multidisciplinary
design firm DFA to bring a new cohesive vision and
direction to the retail experience. Together, they have
been transforming locations across the country from
Stamford, Conn., and New York's SoHo to Portland,
Ore., and Atlanta.
"DWR offers literally thousands of items, from
well-known classics of authentic modern furniture,
to collections from design brands new to the U.S.
market, the work of emerging designers mentored
by DWR, and the creations of our internal product
development team-a potentially overwhelming variety, but also an excitingly unique blend," describes
Alain Capretz, director of Studio design for Design
Within Reach. "Our Studio design concept has
evolved over the last seven years as a strategy to make
this vast amount of product digestible and relevant
to the retail customer looking for room solutions."
The new design direction organizes merchandise
into "houses." A house consists of a collection
of three or four rooms-such as a living room,
dining room, bedroom and possibly a study or
guestroom-that offer a cohesive aesthetic.
"Each group of rooms, informed by a different
design sensibility, draws its own visitors responding to materials, color palettes, forms and details
that reflect their tastes," Capretz describes. "Some
are quite dramatic, even grand, while others are
more intimate or more cheerfully playful. It's the
variety across rooms and houses that makes the
Studio visit so rich."
The collection of houses creates an intuitive wayfinding strategy. The combinations make logical
sense and encourage customer exploration. Customers easily can pair items together on their own
or with staff assistance. In many cases, houses are
organized in parallel lines to make it easier for customers to compare and shop between houses. The
matrix of houses and standardized rooms surround
a core zone where staff and customers can explore
and discuss specific products and individual needs
and preferences.
"Over time, we've found this approach has
given our customers the confidence to see beyond
JULY 2017
DESIGNRETAILONLINE.COM
↑ The 30-ft. Swatch Wall
is a featured design
element in the Studios
that communicates
the sense of limitless
possibilities.
→ [Opposite page, left]
The new design
direction for DWR is to
organize merchandise
into "houses."
individual items, considering full room solutions
that are unique expressions of their individual
style," Capretz says.
The number of houses and composition of
the rooms is customized to best suit the size
and location of the store. For an 8,000-sq.-ft. to
12,000-sq.-ft. store, that could mean six houses.
Dropped ceilings and occasional walls painted
white complemented by cerused oak flooring delineate the rooms, while semi-transparent scrims
throughout the store provide spatial breaks that
create texture, color and rhythm. Poured concrete
GLOBALSHOP.ORG
→ [Opposite page, right]
Simple and clean
displays highlight chair
options in this dining
and chair vignette.
with a honed but imperfect finish is typically used
for flooring in the circulation areas and outdoor
furniture displays.
"When dealing with a vast collection of furniture,
giving the architecture too much attention would
be distracting," says Laith Sayigh, principal of DFA.
"The architecture offers a neutral background with
the furniture providing a distinct point of view."
This architectural philosophy is not just applied
to the interior. The exterior façade of each store is
also simply stated and branded, driving attention
to the product that awaits inside.
http://www.DESIGNRETAILONLINE.COM
http://www.GLOBALSHOP.ORG
Table of Contents for the Digital Edition of design:retail - July 2017
design:retail - July 2017
Contents
Editor’s Note
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Postcard
Mingle
Before & After
How'd They Do That?
Inspirations
Have You Heard?
Ask Judy
Shopping with Paco
Best Friends Animal Society
b8ta
Design Within Reach
Fixture Leaders
Products
Backstory
design:retail - July 2017 - Intro
design:retail - July 2017 - CT1
design:retail - July 2017 - CT2
design:retail - July 2017 - design:retail - July 2017
design:retail - July 2017 - Cover2
design:retail - July 2017 - 1
design:retail - July 2017 - Contents
design:retail - July 2017 - 3
design:retail - July 2017 - 4
design:retail - July 2017 - 5
design:retail - July 2017 - Editor’s Note
design:retail - July 2017 - 7
design:retail - July 2017 - On Trend
design:retail - July 2017 - 9
design:retail - July 2017 - 10
design:retail - July 2017 - 11
design:retail - July 2017 - 12
design:retail - July 2017 - 13
design:retail - July 2017 - We Love This!
design:retail - July 2017 - 15
design:retail - July 2017 - 16
design:retail - July 2017 - 17
design:retail - July 2017 - 18
design:retail - July 2017 - 19
design:retail - July 2017 - Designer Picks
design:retail - July 2017 - 21
design:retail - July 2017 - Clicks & Mortar
design:retail - July 2017 - 23
design:retail - July 2017 - Postcard
design:retail - July 2017 - 25
design:retail - July 2017 - Mingle
design:retail - July 2017 - 27
design:retail - July 2017 - 28
design:retail - July 2017 - 29
design:retail - July 2017 - 30
design:retail - July 2017 - 31
design:retail - July 2017 - 32
design:retail - July 2017 - 33
design:retail - July 2017 - Before & After
design:retail - July 2017 - 35
design:retail - July 2017 - How'd They Do That?
design:retail - July 2017 - 37
design:retail - July 2017 - 38
design:retail - July 2017 - 39
design:retail - July 2017 - Inspirations
design:retail - July 2017 - 41
design:retail - July 2017 - Have You Heard?
design:retail - July 2017 - 43
design:retail - July 2017 - Ask Judy
design:retail - July 2017 - 45
design:retail - July 2017 - Shopping with Paco
design:retail - July 2017 - 47
design:retail - July 2017 - Best Friends Animal Society
design:retail - July 2017 - 49
design:retail - July 2017 - 50
design:retail - July 2017 - 51
design:retail - July 2017 - 52
design:retail - July 2017 - 53
design:retail - July 2017 - 54
design:retail - July 2017 - 55
design:retail - July 2017 - 56
design:retail - July 2017 - 57
design:retail - July 2017 - b8ta
design:retail - July 2017 - 59
design:retail - July 2017 - 60
design:retail - July 2017 - 61
design:retail - July 2017 - 62
design:retail - July 2017 - 63
design:retail - July 2017 - 64
design:retail - July 2017 - TCover1
design:retail - July 2017 - TCover2
design:retail - July 2017 - T1
design:retail - July 2017 - T2
design:retail - July 2017 - T3
design:retail - July 2017 - T4
design:retail - July 2017 - T5
design:retail - July 2017 - T6
design:retail - July 2017 - T7
design:retail - July 2017 - T8
design:retail - July 2017 - TCover3
design:retail - July 2017 - TCover4
design:retail - July 2017 - 65
design:retail - July 2017 - Design Within Reach
design:retail - July 2017 - 67
design:retail - July 2017 - 68
design:retail - July 2017 - 69
design:retail - July 2017 - 70
design:retail - July 2017 - 71
design:retail - July 2017 - 72
design:retail - July 2017 - 73
design:retail - July 2017 - Fixture Leaders
design:retail - July 2017 - 75
design:retail - July 2017 - 76
design:retail - July 2017 - OICover1
design:retail - July 2017 - OICover2
design:retail - July 2017 - OI1
design:retail - July 2017 - OI2
design:retail - July 2017 - OI3
design:retail - July 2017 - OI4
design:retail - July 2017 - OI5
design:retail - July 2017 - OI6
design:retail - July 2017 - OI7
design:retail - July 2017 - OI8
design:retail - July 2017 - OI9
design:retail - July 2017 - OI10
design:retail - July 2017 - OI11
design:retail - July 2017 - OI12
design:retail - July 2017 - OICover3
design:retail - July 2017 - OICover4
design:retail - July 2017 - 77
design:retail - July 2017 - 78
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design:retail - July 2017 - 87
design:retail - July 2017 - 88
design:retail - July 2017 - 89
design:retail - July 2017 - Products
design:retail - July 2017 - 91
design:retail - July 2017 - 92
design:retail - July 2017 - 93
design:retail - July 2017 - 94
design:retail - July 2017 - 95
design:retail - July 2017 - Backstory
design:retail - July 2017 - Cover3
design:retail - July 2017 - Cover4
design:retail - July 2017 - MCover1
design:retail - July 2017 - MCover2
design:retail - July 2017 - M3
design:retail - July 2017 - M4
design:retail - July 2017 - M5
design:retail - July 2017 - M6
design:retail - July 2017 - M7
design:retail - July 2017 - M8
design:retail - July 2017 - M9
design:retail - July 2017 - M10
design:retail - July 2017 - M11
design:retail - July 2017 - M12
design:retail - July 2017 - M13
design:retail - July 2017 - M14
design:retail - July 2017 - M15
design:retail - July 2017 - M16
design:retail - July 2017 - M17
design:retail - July 2017 - M18
design:retail - July 2017 - M19
design:retail - July 2017 - M20
design:retail - July 2017 - M21
design:retail - July 2017 - M22
design:retail - July 2017 - M23
design:retail - July 2017 - M24
design:retail - July 2017 - M25
design:retail - July 2017 - M26
design:retail - July 2017 - M27
design:retail - July 2017 - M28
design:retail - July 2017 - M29
design:retail - July 2017 - M30
design:retail - July 2017 - M31
design:retail - July 2017 - M32
design:retail - July 2017 - M33
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design:retail - July 2017 - M35
design:retail - July 2017 - M36
design:retail - July 2017 - M37
design:retail - July 2017 - M38
design:retail - July 2017 - M39
design:retail - July 2017 - M40
design:retail - July 2017 - M41
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design:retail - July 2017 - M45
design:retail - July 2017 - M46
design:retail - July 2017 - M47
design:retail - July 2017 - M48
design:retail - July 2017 - M49
design:retail - July 2017 - M50
design:retail - July 2017 - M51
design:retail - July 2017 - M52
design:retail - July 2017 - M53
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design:retail - July 2017 - M55
design:retail - July 2017 - M56
design:retail - July 2017 - M57
design:retail - July 2017 - M58
design:retail - July 2017 - M59
design:retail - July 2017 - M60
design:retail - July 2017 - M61
design:retail - July 2017 - M62
design:retail - July 2017 - M63
design:retail - July 2017 - M64
design:retail - July 2017 - M65
design:retail - July 2017 - M66
design:retail - July 2017 - M67
design:retail - July 2017 - M68
design:retail - July 2017 - M69
design:retail - July 2017 - M70
design:retail - July 2017 - M71
design:retail - July 2017 - M72
design:retail - July 2017 - M73
design:retail - July 2017 - M74
design:retail - July 2017 - M75
design:retail - July 2017 - M76
design:retail - July 2017 - M77
design:retail - July 2017 - M78
design:retail - July 2017 - MCover3
design:retail - July 2017 - MCover4
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