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Flagship Store Fixtures Designed for Expansion
Design Within Reach has long been known for its modern furnishings, and as its retail footprint expanded, its store design requirements evolved in tandem. A strategy for rapid growth into new, larger flagship locations led to the creation of a standardized kit-of-parts system. This modular store display solution allows each showroom to maintain consistency in design while highlighting their modern furniture classics as the focal point.
Collaborative Design and Flexible Display Fixtures
Working closely with the in-house Design Within Reach team and their brand architect, flexible display fixtures were developed to support multifunctional use. The fixtures incorporate extruded aluminum uprights and steel panels with repositionable illuminated shelves, enabling retailers to easily adapt merchandising, lighting, and layouts based on the furniture being featured. The kit-of-parts approach ensures that displays are both repeatable and adaptable across showrooms.
Cohesive Layouts to Highlight Modern Classics
Large wall units using extruded uprights and steel panels house repositionable lighting and shelving that ensure functionality without detracting from the furniture on display. Full-room vignettes, such as those in the West Hollywood showroom, create immersive settings that allow customers to experience furniture in realistic contexts. Early prototypes capturing lift-hinge concepts or custom window signage also play a role in refining show layouts to deliver both impact and usability.
Materiality, Lighting & Custom Features for Retail Experience
Custom components like swatch sample cabinets with removable swatch tiles, fabric-wrapped doors, and lift-hinge display prototypes enhance the tactile experience in the store environment. Integrated sheet-metal and acrylic signage, backlit by LED lighting and paired with retro braided cloth plugs, enrich the visual identity. These design details help reinforce the brand’s aesthetic and guide customer interaction through material choice and illumination.
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