design:retail - July 2017 - 73

073

←The dining test lab
supports an interactive
experience, where
customers can pull
a chair from the
display wall to play
with different table and
chair combinations.

PROJECT FILE
Design Within Reach
Studio Concept,
Portland, Ore.

showing alternative options," Capretz explains.
"When we do show alternatives, they're set slightly
apart from the room, to serve as further suggestions. A dining room display, for example, will
feature our best suggestion for appropriate chairs
surrounding the table-but along the back of the
dining room we place a "chair wall" fixture, of two
backlit shelves holding up the 12 other chairs that
could also work well with the table."
To truly achieve a residential ambience in the
houses, the lighting strategy required careful
consideration. DWR and DFA called upon Kathy
Pryzgoda, principal of Light Studio L.A. "Based on
Kathy's experience in high-end residential lighting design, as well as stage and television lighting,
she guided us in achieving a balance of natural and
artificial lighting that evokes the residential interior
while preserving a sense of heightened reality, an
important aspect of 'retail theater,'" Capretz says.
Depending on the project site, ample glass
façades are incorporated whenever possible. The
lighting strategy then integrates a combination of
diffused skylights, LED panels for large display areas and LED spots in lighting tracks to help define
the houses. When access to natural light is limited,
DWR has used an innovative backlit membrane
to cover large ceilings in order to create a diffused
daylight effect.
"The design is about being present, but not
overwhelmed; well-designed, but not overstated,"
Sayigh says. "It is a clear hierarchy of space done
purposefully. We needed to provide a clear, smart,
well-thought-out backdrop to exquisite furniture."
The new and improved DWR experience encourages discovery and exploration, and provides
an environment where customers can find a
design solution for an entire room, work with a
staff member to customize a solution or easily
navigate the store on their own. The retail experience can be different every time a customer visits.
As Capretz says: "The experience of the Studio is
what the client makes of it."

RETAILER

Design Within Reach
CONTRACT DESIGN FIRM

DFA
ARCHITECT OF RECORD

Fieldwork Design
GENERAL CONTRACTOR

Tri-North
CONSULTANTS/ENGINEERS

Gausman & Moore (MEP
engineer), Mackenzie (structural
engineer), The Friday Group
(specifications consultant)
STORE FIXTURES

GA Richards (swatch wall,
chair displays, custom metal
accessories), Stingray Studios
(scrims, backlit graphic walls),
Beatrice Upholstery (Maharam
lounge)
LIGHTING DESIGNER

LightstudioLA, DFA (Light
Cloud design)
LIGHTING

Flos, Edge, Bartco, Antares,
Nordic Global Pro, Design Within
Reach, Loeb Electric
FLOORING

Relative Space (vendor),
Bauwerk Parquet
(manufacturer)
SIGNAGE/GRAPHICS

Triangle Signage
WALLCOVERINGS

Fieldwork Design (custom
wooden louvers)
FURNITURE

Design Within Reach
MILLWORK

GA Richards, Tri-North
FABRIC

Stingray Studios (scrims,
backlit graphic walls), Maharam
(Maharam lounge cushion
covers)
CEILING SYSTEMS

Fieldwork Design (custom
wooden louvers)
PAINT

Benjamin Moore
Information in the project file is
provided by the retailer and/or
design firm.
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