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Baker tests new “destination” showroom concept in Chicago
Dec 19, 2017
Melissa Studach

Fine furnishing manufacturer Baker recently unveiled a new-concept showroom in Chicago’s iconic Merchandise Mart. The innovative space, which hypes one-stop shopping by displaying sister brands Milling Road and McGuire, is the first in a series of new showroom models scheduled to launch worldwide.

By adhering to a “House of Brands” aesthetic, the new Baker showroom concept is able to offer interior designers a larger selection of lighting, fabrics, wallpapers, fine art and rugs. The 18,000square-foot showroom will also showcase the brand’s designer collections, from the latest 70-piece line by Barbara Barry to past collaborations with Jean-Louis Deniot, Thomas Pheasant, Kara Mann and Laura Kirar. The new-concept showroom is among the first major brand initiatives to debut since Baker Furniture was acquired earlier this year.

Baker Chicago showroom
Baker Chicago showroom
Baker showroom at Chicago’s Merchandise Mart

“The new showroom signals Baker’s shift from the traditional showroom model to an essential destination,” says Baker president Russell Towner. “The new dynamic platform will establish an unparalleled offering to assist designers as they create relevant, cohesive interiors for today’s culture and passions.”

Baker Chicago showroom
Milling Road Chicago showroom
Baker showroom, featuring Milling Road, at the Merchandise Mart

A matte black exterior and solid rose gold signage prepare guests for the luxuriously refined experience awaiting inside the Chicago showroom. Fine English paneling, Italian marble and matte applications of Farrow & Ball’s Nightshade and Lime White paints create a glamorous backdrop to present the heritage brand’s craftsmanship.

Baker Chicago showroom
Baker Chicago showroom
Baker showroom at the Merchandise Mart

“We are dedicated to creating an environment that perfectly suits the eclectic taste and preferences of our digitally savvy, worldwide clientele,” says Tristan Butterfield, chief creative officer at Baker. “We are blurring the lines of showroom, retail, hospitality and residential design to give Baker an international feel of utmost luxury and comfort.”

The Baker design team, led by Butterfield and Baker designer Patricia Hayes, worked in collaboration with London design architect Harvey Langston-Jones and executive architect Paul Haigh. Aside from sister brands Milling Road and McGuire, the Baker showroom also features product from Baccarat, Hancock & Moore, Stickley and Jessica Charles.

McGuire Chicago showroom
Baker Chicago showroom
Baker showroom, featuring McGuire, at the Merchandise Mart; photos courtesy Baker

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