The retail industry has undergone a complete transformation over the past two years. Large companies have had to completely rethink the way they activate their physical stores to attract a discerning clientele who now make almost all of their purchases online. Some brands have used AR and VR technology, explored co-retailing and tried to activate their physical storefronts with cultural events.
But high-end design and building materials brands find themselves in a unique situation: the value of the physical engagement of the product remains more vital to them and their customers than ever. Playing on this quality while taking into account some of the aforementioned trends, international brands such as Kvadrat, Stellar Works and Glen-Gery have opened showrooms in New York this NYCxDESIGN with boldly designed and cleverly programmed showrooms who stand out.
In Midtown Manhattan, Australia’s largest brick and stone maker Glen-Gery has transformed a 16,000 square foot storefront into a lavish jewelry box, a global flagship to holistically showcase its diverse line of 600 products , ranging from masonry to glass and composite. At the center of the two-story complex, a majestic staircase clad in various materials, including the brand’s signature glass brick, is suitable for grand entrances.
While much of the open-concept showroom is outfitted to host major design events, a suite of adjoining amenity spaces meets today’s virtual needs: a broadcast studio state-of-the-art technology enables hybrid digital and in-person specification experiences. There is no doubt, however, that the latter is much more attractive. Material sourcing will always be a physical process.
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