Design Within Reach Returns to Minnesota with a New Studio in Galleria Edina
STAMFORD, Conn., Sept. 6, 2017 : Design Within Reach, the largest retailer of authentic modern furniture and accessories in the world, today announces its return to Minnesota with the opening of a new 18,000-square-foot retail Studio located on the lower level of Galleria Edina, the upper Midwest's luxury shopping destination."In a time when the retail industry has been required to rethink its strategy, we are returning to Minnesota and to a city that was instrumental in establishing the archetype of 20th-century retail in America," says DWR President John McPhee. "This significance is not lost on us. We look forward to contributing to the local market and engaging with the design lovers in this community."
Founded in 1998, Design Within Reach made modern design accessible to the U.S. market through its groundbreaking catalog and e-commerce site and has evolved into a destination for its exclusive collection of modern furniture and accessories.
The company previously operated a Studio on Hennepin Avenue S., in Minneapolis, but the small retail footprint only accommodated a limited product assortment. The new DWR Edina Studio looks to provide design enthusiasts with 18,000 square feet of engaging design innovation and exceptional client experience from best-in-the-industry design account executives.
DWR continues its partnership with New York-based architecture firm DFA to bring the Edina Studio to life. Unique to this location is the "Lake House," which was developed with local architectural firm NewStudio Architecture of White Bear Lake, Minn. This expanded suite of rooms uses materials and architecture that resonate with the regional vernacular of building traditions to evoke the setting of a luxurious lake house.
Additional features of the new Studio include:
•Forty fully realized room vignettes integrate iconic classics of modern furniture with DWR's exclusive collections and the work of designers including Charles and Ray Eames, Norm Architects, Matthew Hilton and Jens Risom.
•Light Clouds: Two hanging installations comprising hundreds of pendant lights glow overhead at the Studio entrances and lead customers inside to explore the space.
•Swatch Wall: A 30-foot-long material and color spectrum represented by nearly 400 wall-mounted, upholstered tiles offers a glimpse of the more than 3,000 custom options available from Maharam, Knoll, Edelman Leather and Spinneybeck, among others.
•Outdoor Collections: An expanded assortment of outdoor furniture featuring classic pieces and DWR exclusive outdoor collections, as well as an extensive representation of products by Duluth, Minn.-based Loll Designs.
•Displays of office solutions for home and business.
"We're excited to be back in the Minneapolis market," says John Edelman, DWR CEO. "We can't wait to share our passion for modern design with customers experiencing the brand for the first time as well as design fans who have known us for years."