Retailer of modern design enters new market in Southern California with 20,000-square-foot flagship store.
STAMFORD, CT (PRWEB) OCTOBER 22, 2012
Design Within Reach, Inc., today announces the fall 2012 opening of its new 20,400-square-foot Studio in Costa Mesa, Calif. Located within the SouthCoast Collection – a leading destination for design and home furnishings retailers – the new Studio marks the company’s entrance into a new retail market and increases its retail presence for consumers and trade professionals in California’s Orange County.
Founded in 1998, Design Within Reach made modern design accessible to the U.S. market through its groundbreaking Studios, catalog and e-commerce site. DWR has evolved into a destination for its exclusive collection of modern furniture and accessories to complement the iconic mid-century classics it has offered for years. Following a successful two-year period of product and partnership development that has greatly expanded the assortment and changed the in-store and digital customer experience, the company brings the country’s largest collection of in-stock modern design to Orange County.
“Opening our newest and largest studio in Costa Mesa’s SouthCoast Collection just felt right,” says DWR President and CEO John Edelman. “From the Case Study House program to Charles and Ray Eames, Greta Grossman, Milo Baughman and the introduction of an outdoor-living lifestyle, the roots of modern design in the United States stem from Southern California, and we are proud to continue the story by bringing the best in authentic modern design to Orange County.” In addition to design and interiors retailers such as Fixtures Living, Scalamandré and Rolling Greens, the SouthCoast Collection provides a unique shopping experience for design enthusiasts and creative professionals, as well as numerous dining options and a weekly farmers market.
DWR Costa Mesa features an expanded assortment of classic furniture by Carl Hansen, Cassina, Emeco, Fritz Hansen, Herman Miller®, Knoll®, Møller, Stua and more, as well as pieces by up-and-coming designers, all of which will be presented in stylistically defined room vignettes outlining décor solutions for living, dining, work and sleep. Clients may explore customizable furniture options with the help of professional design associates and then visualize their home in 3D using DWR’s Room Planner. Additionally, the new space includes an extensive representation of the indoor-outdoor California-modern lifestyle and a dedicated area for the Herman Miller Collection, highlighting both new pieces and updated editions of its iconic mid-century furniture.
To realize the new 20,400-square-foot retail store – the largest Studio in the company’s history –DWR continues its partnership with New York-based architecture group Sayigh+Duman. LaithSayigh led the Diller Scofidio + Renfro design team charged with creating the Lincoln Center Pedestrian Bridge and was a designer with Foster + Partners in London. KorayDuman is a LEED-certified architect and was the lead architect at Frederick Fisher and Partners, in charge of the Santa Barbara Museum of Art. The firm created a successful DWR concept store at the company’s headquarters in Stamford, Conn., which opened in 2011.
In addition to shopping the best in authentic modern design, clients of DWR Costa Mesa may look forward to regular events for the design community, such as To-the-Trade evenings, book signings and educational design sessions. Find out more about these events at dwr.com/studios, and track progress on the new location on the company’s “Design Notes” blog (blog.dwr.com) and Twitter (twitter.com/dwr_tweets).
Design Within Reach is actively recruiting and hiring for its Costa Mesa Studio. If you are passionate about design, visit http://www.dwr.com/careers to see all current job openings.
Design Within Reach, Inc., founded in 1998 and headquartered in Stamford, Conn., is the source for the best in authentic modern design. The company markets and sells its furniture and accessories to both residential and trade customers through its retail Studios in the United States and Canada, http://www.dwr.com and its Connecticut-based phone sales team at 1.800.944.2233. For inquiries regarding DWR Contract, visit http://www.dwrcontract.com.
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