Design Within Reach opens new San Francisco 'studio' location
Modern furniture and design brand Design Within Reach (DWR) is opening its most experiental store to date.
DWR's new "studio" experience is located in the city's Potrero Hill neighborhood, in a gut-renovated 15,000-sq.-ft., 1920s warehouse. Inside, the original timber and skylights line the ceiling, while glass brick, steel,"quiet" lighting and signage elements add to the industrial aesthetic of the original building and surrounding neighborhood.
In addition to offering DWR’s furniture and accessories, the new store will feature rotating galleries that will showcase interactive exhibits, special partnerships, new launches and exclusive collaborations.
Another focal point of the space will be a "Case Study" apartment that will play host to a series of temporary installations. The first installation is being done in partnership with Swiss design and manufacturing brand USM. The Gallery" and the "Case Study Apartment" 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, according to the company.
While visiting the gallery spaces, customers will listen to playlists inspired by the history of progressive independent music from the Bay Area. Curated large-scale digital projects from leading textile creator Maharam will also be on view for the first time at DWR throughout the space. The high-resolution, washable, museum-quality digital prints, which are scaled and produced on a project- specific basis, will feature emerging and established artists, photographers, illustrators, and fashion and graphic designers.
"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, VP of product design and brand creative at DWR. "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."
DWR San Francisco customers will also be able to explore a variety of cabinet offerings from Reform, a Danish kitchen and cabinetry company, as well as work with a Reform planner to design their own kitchens and wardrobes. Reform at DWR will roll out to other DWR locations across the country such as New York City and La Jolla, Calif. this Spring, joining Reform at DWR Chicago.