Design Within Reach Unveils Colorful Melrose Showroom
December 19, 2013 | by Jessica Estrada | Style & Beauty
Modern home furnishing store Design Within Reach packed up its Beverly Boulevard outpost and moved into a bigger and better Melrose Avenue home that opened earlier this month (December 5), just in time for New Year’s renovation projects. The new glass-encased, two-level studio boasts 10,000 square feet of shopping space, and boasts a whimsical light cloud installation, a swatch wall, 26 full-room vignettes, a private showroom, and more.
Patrons are greeted by the large light cloud installation—which was designed specifically for the West Hollywood store—at the entrance. The 30-foot-long swatch wall is another impressive new feature, with a mosaic of almost 500 colorful tiles upholstered in a variety of different fabrics and leathers to allow for easy perusal.
To further engage customers in the experience, the studio brings its color-happy furnishings to life by displaying them in 26 full-room vignettes. Every area of a home is represented—from living rooms and dining rooms, to bedrooms and outdoor spaces, making it easier for shoppers to envision how furniture will look and function in their own abodes and provide inspiration.
Upstairs, patrons will find a private showroom where clients and designers can work on projects, review 3-D room renderings on a large flat-screen wall monitor, hold conference calls, and wade through the store’s extensive swatches and reference materials. 8612 Melrose Ave., West Hollywood, 310-659-9018
PHOTOGRAPHY BY SHARON RISEDORPH, SAN FRANCISCO
We go behind the scenes with James Marsden, and ask him about the shoot, living in LA, and what's next.