The new Melrose Avenue location of Design Within Reach -- a retailer known for stocking iconic pieces by Charles and Ray Eames, Eero Saarinen and Isamu Noguchi -- offers more than just classics.
Spread out over 10,000 square feet, the airy, two-story showroom designed by Sayigh Duman Architects is not a store but a "studio," with the two floors separated into 25 different "houses."
The room vignettes are arranged in a mix of styles and themes from different eras. A womb chair, for instance, designed by Saarinen for Knoll in 1946, might share space with a contemporary credenza by Muebles Treku, a leather sofa by Ted Boerner from 2001 and a sleek white grasshopper lamp by Greta Grossman designed in 1947. The point, said Design Within Reach area manager Gabe Holland, is to show consumers how to combine pieces from the '40s, '50s and today to create a unique feel at home.
The new studio also offers complimentary in-home visits, 3-D room planning, a touch-and-feel design library swatch wall and a private showroom for client and designer consultations.
"We're not salespeople, we're designers," Holland said. "An outsider perspective is only going to serve your needs."
Design Within Reach, 8612 Melrose Ave., West Hollywood. (310) 659-9018.
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