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Design Within Reach Opens New Studio in Chicago

Furniture Industry News Update - Furniture World Magazine
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Design Within Reach has a big, new home in Chicago, in Lincoln Park, showing an extensive collection of modern furniture in a spectacular new space.

Design Within Reach, a leader in authentic modern design says it has been on a mission lately to open new and bigger studios in major areas around the country. The Chicago Studio is the newest and also one of DWR's biggest yet, at 17,000 square feet.

"Our Chicago Studio represents one of the largest displays of authentic modern furniture in the world!" says John Edelman, the CEO of DWR. "We're going big, just like we did in L.A., San Francisco, New York and Houston. Chicago is our kind of town."

Edelman lights up when he talks about the new Chicago Studio and others like it, part of an exciting strategy to open bigger, brighter, breathtaking spaces that do justice to the company's huge assortment of authentic modern furniture and accessories.

"We want customers to share our passion for modern design," Edelman says.

They'll see that passion as soon as they spot the Light Cloud billowing behind towering windows on the corner of North Avenue and Halsted Street, a fantastic grouping of dozens of modern pendant lamps that says, "We're here, we're excited, and we’re selling authentic modern furnishings."

Inside, sofas, beds, tables and chairs are arranged in "houses" decorated with rugs, lighting, storage systems and accessories to help customers envision how pieces can work in their own homes.

Eye-catching displays like the Swatch Wall, itself a piece of beautiful design, show off more than 300 of the thousands of upholstery options from the likes of Maharam, Knoll® and Spinneybeck® leather. In addition, a 30-foot-long Light Gallery displays stunning sconces and lamps, and a large assortment of dining chairs awaits test-driving.

Throughout the Studio, well-known pieces can be found from manufacturers such as Emeco, Fritz Hansen, Herman Miller® and Knoll®, as well as designers such as Brad Ascalon, Chris Hardy, Jeffrey Bernett and Norm Architects.

The new DWR Chicago Studio, which replaces two smaller Studios, is at 755 W. North Ave., Chicago, IL 60622.

Design Within Reach, Inc., founded in 1998 and headquartered in Stamford, Conn., is the world leader in authentic modern design. The company sells its furniture and accessories to residential and commercial customers through retail Studios in North America, through the Web at http://www.dwr.com, by phone at 1.800.944.2233 and through the Contract division at http://www.dwrcontract.com.

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