San Francisco's Potrero Hill neighborhood just got a boost of design flair with the opening of Design Within Reach's new showroom. Replacing its former flagship store, the high-end furniture retailer has launched a 15,000-square-foot space at 1400 17th St., detailed in a press release shared on its Facebook page. Ensconced in an industrial 1920s building, the revamped studio maintains its historic integrity with original timber and skylights, while offering modern amenities like a rotating gallery space and custom kitchens.
Visitors to the Design Within Reach (DWR) San Francisco location can expect an immersive shopping experience, as the store not only showcases an array of furniture fashioned for every living space but also promises a gallery and exhibition stage for art and temporary installations. The DWR San Francisco studio was described in a statement by Omar Nobil, VP of Brand Creative at DWR, "Walking through this Studio is like reading a love letter to San Francisco – the birthplace of Design Within Reach," as he articulated in a company statement. Nobil explained the concept pays tribute to the city's design legacy while spotlighting modern artists and brands.
As reported by the SF Standard, customers can dive into furnishing fantasies, with a nod to Bay Area influences, such as a Steve Jobs-inspired living space complete with Jobs-esque minimalism, the space is showing vinyl records and plush Togo sofas, and the Danish design company Reform offering on-site assistance for personalized kitchen and storage systems. Furthermore, an in-store 'Case Study Apartment' provides a backdrop for imaginative furniture arrangements.
The gallery's inaugural exhibit highlights the iconic Standard chairs of French architect Jean Prouvé, creating an inviting destination for design lovers to explore without the pressure to purchase, according to Nobil in a discussion on the showroom's opening, saying, "What we do want to make sure we’re doing is bringing shows to the Bay Area that would not otherwise come here," he stated, emphasizing that the studio isn't just about sales but also about educating and enchanting visitors. While the showroom's offerings like a $145 knot pillow might be steep for some shoppers, the store's alluring exhibitions and reading rooms remain free to the public, offering a glimpse of high-end design at no cost.
DWR's latest establishment also boasts practical amenities, providing complimentary design services, including 3D renderings and space planning, for those looking to revamp their living spaces. To cater to a diverse clientele, the store offers assistance in languages ranging from Arabic to Spanish, ensuring a welcoming experience for all visitors. With parking available at the storefront, the San Francisco design district welcomes this beacon of modern furnishings, entwining the past with an industrial-chic future.
