design:retail - July 2017 - 70

070
← DWR's new strategy
focuses on accessibility, encouraging
customers to explore
and experience the
furniture.

The new Portland Studio is located in the Pearl
District, the oldest surviving warehouse district
in the city. At 24,000 sq. ft., it is currently the largest DWR Studio. The façade features rows of the
warehouse's original square sash windows. A
simple gray and white paint scheme enhances the
elevation that is branded with a large "wordmark"
spelling of Design Within Reach in halo-lit letters
and a bright red DWR logo cabinet sign over the
entrance door. "The historical context of this old
commercial structure provides the perfect juxtaposition for the clean contemporary house settings
that serve as the backdrop for the vast collection of
modern furniture," Capretz notes.
While many of the DWR locations are adaptive
JULY 2017

DESIGNRETAILONLINE.COM

reuse projects, like Portland, the Atlanta project is the company's first truly ground-up design
and construction project. The approximately
13,000-sq.-ft. Atlanta Studio serves as DWR's
flagship in the Southeast. A double-height glass
curtain wall on the front and rear façades, along
with a palette of zinc, steel and painted metal
panels, elicits a high-end and contemporary feel
that is once again branded with the wordmark
lettering and entry door signage.
Both Portland and Atlanta have a central,
double-height hub that greets and engages customers. This moment of engagement is enhanced
by two focal points that are distinct elements of the
new design concept. A collection of hundreds of

GLOBALSHOP.ORG

→ The grand staircase
and Light Cloud
create impact,
providing a distinct
impression as customers arrive in the
double-height hub of
the Portland Studio.

pendant fixtures is arranged in an incredible cloud
of light that creates a "wow" moment at the entry.
The first one was hung in Stamford and each Studio
since has a cloud with its own narrative. "In Portland, we had the opportunity to give a nod to the
Gold Rush with Tom Dixon fixtures," Sayigh adds.
"They have beautiful veins of gold running through
them, so the collection insinuates a river of gold."
And don't think that goes unnoticed. "Soon after we open a new Studio, Instagram explodes with
photos of the Light Cloud," Capretz says. "This is
a testament to the power of this unique feature to
delight and transport our visitors."
The other featured element in each new store is
a 30-ft. Swatch Wall. "Design Within Reach offers
thousands of Maharam fabric and Edelman leather options, yet previously there was no evidence
of that for the customer," Sayigh explains. "The
Swatch Wall offers 300 rectangular upholstered
swatch blocks that can be pulled off the wall. This
detail is now a colorful beacon for the store and
communicates the sense of limitless possibilities.
People weren't aware of this and now it is an iconic
element in the stores."
For DWR, "accessible" means that product can be
seen and touched or, as the staff likes to say, "taken
for a test drive." The Light Cloud and Swatch Wall
are new ways of communicating that accessibility.
"Our primary programming objective is accessibility: we want our customers to feel free to
explore and 'kick the tires,'" Capretz says. "DWR
isn't a gallery or museum, it's an immersive environment in which customers can 'experience' the
furniture. Pull down any chair from a wall display
and try it out at different tables. Hop onto a display platform to test the 'sit' of a featured lounge
chair, let our Studio staff move furniture from one
end of the Studio to another to see how you like a
different combination. Everything is allowed, and
encouraged by a friendly staff focused on the client's desires."
While the primary display strategy for DWR is
to merchandise in context, so customers can relate
to the rooms of a home, there are some isolated
product displays. A piece of furniture may be
highlighted for its visual appeal on a clean white
platform or a beautiful plane of glowing frosted
acrylic. Barriers are not created between the customer and the merchandise and signage is kept to
a minimum.
"We avoid over-merchandising for the sake of


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
design:retail - July 2017 - 79
design:retail - July 2017 - 80
design:retail - July 2017 - 81
design:retail - July 2017 - 82
design:retail - July 2017 - 83
design:retail - July 2017 - 84
design:retail - July 2017 - 85
design:retail - July 2017 - 86
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
design:retail - July 2017 - M34
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
design:retail - July 2017 - M42
design:retail - July 2017 - M43
design:retail - July 2017 - M44
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
design:retail - July 2017 - M54
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
http://www.nxtbook.com/nxtbooks/designretail/20191112
http://www.nxtbook.com/nxtbooks/designretail/20190910
http://www.nxtbook.com/nxtbooks/designretail/201907
http://www.nxtbook.com/nxtbooks/designretail/201906_v2
http://www.nxtbook.com/nxtbooks/designretail/201906
http://www.nxtbook.com/nxtbooks/designretail/201905_v2
http://www.nxtbook.com/nxtbooks/designretail/201905
http://www.nxtbook.com/nxtbooks/designretail/201904
http://www.nxtbook.com/nxtbooks/designretail/2019_v2
http://www.nxtbook.com/nxtbooks/designretail/201903_v2
http://www.nxtbook.com/nxtbooks/designretail/201903
http://www.nxtbook.com/nxtbooks/designretail/20190102_v2
http://www.nxtbook.com/nxtbooks/designretail/20190102
http://www.nxtbook.com/nxtbooks/designretail/20181112_v2
http://www.nxtbook.com/nxtbooks/designretail/20181112
http://www.nxtbook.com/nxtbooks/designretail/201810
http://www.nxtbook.com/nxtbooks/designretail/201809
http://www.nxtbook.com/nxtbooks/designretail/201808
http://www.nxtbook.com/nxtbooks/designretail/201807
http://www.nxtbook.com/nxtbooks/designretail/20180607
http://www.nxtbook.com/nxtbooks/designretail/20180405
http://www.nxtbook.com/nxtbooks/designretail/201803
http://www.nxtbook.com/nxtbooks/designretail/201802
http://www.nxtbook.com/nxtbooks/designretail/201801
http://www.nxtbook.com/nxtbooks/designretail/20171112
http://www.nxtbook.com/nxtbooks/designretail/201710
http://www.nxtbook.com/nxtbooks/designretail/201709
http://www.nxtbook.com/nxtbooks/designretail/201708
http://www.nxtbook.com/nxtbooks/designretail/201707
http://www.nxtbook.com/nxtbooks/designretail/201706
http://www.nxtbook.com/nxtbooks/designretail/201704
http://www.nxtbook.com/nxtbooks/designretail/201703
http://www.nxtbook.com/nxtbooks/designretail/201702
http://www.nxtbook.com/nxtbooks/designretail/201701
http://www.nxtbook.com/nxtbooks/designretail/20161112
http://www.nxtbook.com/nxtbooks/designretail/201610
http://www.nxtbook.com/nxtbooks/designretail/201609
http://www.nxtbook.com/nxtbooks/designretail/201608
http://www.nxtbook.com/nxtbooks/designretail/201607
http://www.nxtbook.com/nxtbooks/designretail/201606
http://www.nxtbook.com/nxtbooks/designretail/20160405
http://www.nxtbook.com/nxtbooks/designretail/201603
http://www.nxtbook.com/nxtbooks/designretail/201602
http://www.nxtbook.com/nxtbooks/designretail/201601
http://www.nxtbook.com/nxtbooks/designretail/20151112
http://www.nxtbook.com/nxtbooks/designretail/201510
http://www.nxtbook.com/nxtbooks/designretail/201509
http://www.nxtbook.com/nxtbooks/designretail/201508
http://www.nxtbook.com/nxtbooks/designretail/201507
http://www.nxtbook.com/nxtbooks/designretail/201506
http://www.nxtbook.com/nxtbooks/designretail/20150405
http://www.nxtbook.com/nxtbooks/designretail/201503
http://www.nxtbook.com/nxtbooks/designretail/201502
http://www.nxtbook.com/nxtbooks/designretail/201501
http://www.nxtbook.com/nxtbooks/designretail/20141112
http://www.nxtbook.com/nxtbooks/designretail/201410
http://www.nxtbook.com/nxtbooks/designretail/201409
http://www.nxtbook.com/nxtbooks/designretail/201408
http://www.nxtbook.com/nxtbooks/designretail/201407
http://www.nxtbook.com/nxtbooks/designretail/201406
http://www.nxtbook.com/nxtbooks/designretail/20140405
http://www.nxtbook.com/nxtbooks/designretail/201403
http://www.nxtbook.com/nxtbooks/designretail/201402
http://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
http://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
http://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
http://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
http://www.nxtbookMEDIA.com