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Why Design Within Reach is moving its SOHO showroom just 1 block

Why Design Within Reach is moving its SOHO showroom just 1 block

NEW YORK—In a move that shows everything old is new again Design Within Reach has selected an historic space built in 1860 for its relocated SOHO showroom here. SOHO, for those unfamiliar with New York City, is an acronym delineating the neighborhood South of Houston street (pronounced House-ton by the locals), in lower Manhattan.

The new showroom at 150 Greene Street is only one block north of the retailers’ previous location, which closed its doors on May 20.

Known for its creative merchandising, Design Within Reach plans to take full advantage of the historic site, which boasts many of its original construction details, including its original stonework foundation and cobble stone streets right outside the front door.

According to the company, the design for the new showroom will take, “a more localized and tailored approach to material selection and layout” for the new 6,000 square-foot space. An original stonework foundation wall will serve as a backdrop for product vignettes. Adding a more modern touch, metal and glass partitions will be used to segment rooms and frame openings, while also amplifying natural light from an existing skylight.

“The studio pivots from the traditional showroom model and features a softer, warmer expression of modern,” the company said. “Residential details and textures are used to create a layered environment that evolves as you move through it, reflecting the aesthetic diversity and wide array of designs for the home.”

During the transition the company’s other three Manhattan locations located in New York’s Flatiron District, the Upper West Side and in midtown, will remain open.

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