DWR expands ‘reach’ into this Bay Area metro

ZEELAND, Mich. — Design Within Reach, part of Top 100 MillerKnoll, opened its newest store on Jan. 31 in San Francisco.

Located at 1400 17th Street in the Potrero Hill design district, the space builds upon DWR’s latest Studio experience and was developed with the guiding principle of using modern design to educate and inspire visitors in an approachable, immersive, and resourceful way.

The space will debut rotating galleries which will showcase interactive exhibits, special partnerships, launches and exclusive collaborations, helping to foster a sense of community and connectedness.

“San Francisco has been at the forefront of multiple cultural movements, and we can take inspiration from its ability to adapt, evolve and innovate,” said Omar Nobil, vice president of product design and brand creative at Design Within Reach. “Walking through this Studio is meant to feel like reading a love letter to San Francisco, the birthplace of Design Within Reach. The space pays homage to the city’s legacy of tastemaking and invites visitors to experience the best in modern design through that lens. At the same time, our rotating gallery spaces offer a look toward the future, highlighting artists and brands whose voices have been essential in shaping modern design and will surely continue to inspire in the years to come.”

At the new location, a few blocks away from the current San Francisco Studio, DWR has gut-renovated a 15,000-square-foot 1920s warehouse from the ground up to tap into the cultural design sensibilities of the Bay Area. The brand sought to leverage the existing features and industrial nature of the building to preserve its architectural integrity while simultaneously transforming it into a DWR Studio. The original timber and skylights line the ceiling, and glass brick, steel, quiet lighting, and signage elements embrace the utilitarian and industrial aesthetic of the original building and surrounding neighborhood.

“The Gallery” and the “Case Study Apartment,” the temporary exhibition spaces, make up more than 2,000 square feet and will serve as opportunities for visitors to interact with DWR’s products in new ways, highlight local institutions, and be inspired by San Francisco’s creative energy.

DWR San Francisco customers will be able to explore a variety of Reform cabinet offerings, as well as work with a Reform planner to design their own kitchens and wardrobes. Reform at DWR will roll out to other studios across the country such as New York and La Jolla this Spring, joining Reform at DWR Chicago.

“We are continuously exploring opportunities to optimize our fleet of Studios across North America,” said Debbie Propst, president of global retail for MillerKnoll. “While DWR has had a physical presence in San Francisco for many years, we are excited to deepen our foothold here and show the local market all that we have to offer. We hope to build a greater sense of community with our new Studio setting, acting as a guiding light for all things modern design through offering unique experiences with our exhibition spaces, complimentary design consultations with our in-house experts, and unparalleled product portfolio.”

See also:

Credit to Source link

Leave a Comment