Incollect 10-18
showroom news
Behind the scenes of DWR’s contract showroom
Aug 17, 2017
Melissa Studach

DWR Contract (DWRC), contemporary design retailer Design Within Reach’s commercial-minded extension, which launched in 2010, opened its first contract showroom last month. Debuting in the Boston Design Center, the new showroom creates a market footprint for the company’s fastest-growing segment.

DWR Contract Boston
After seven years in business, DWR Contract launches its first-ever showroom in Boston; photo by Jared Kuzia, courtesy DWR Contract

“We are really excited about our new space in Boston,” says David Kennedy, vice president of contract sales at DWR. “We offer a powerful synergy of solutions for commercial clients, and this space will give us a chance to show it.”

Aside from the brand’s exclusive inventory, DWR Contract features products from modern labels like Tacchini, Softline, Stellar Works, Loll Designs, Muuto, Fritz Hansen and more. Rows of dining, bar and lounge seating and outdoor furniture line the showroom, while many of the furniture, lighting and flooring options are available for quick ship.

Other than product, place was a large consideration for the brand’s inaugural showroom. In the end, Boston came out on top, proving to be a centralized location for serving the East Coast’s commercial and hospitality sectors. To design the seventh-floor space, DWRC partnered with New York–based architecture firm D Form A and Light Studio LA.

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