GRID2 International Partners With American Leather Partner To Re-design Their New Showroom.

Furniture World Magazine

GRID2 International worked with American Leather, a leading manufacturer and marketer of premium leather furnishings, on the design of their new Showroom, located on the penthouse level at the Showplace Center in High Point, North Carolina. American Leather chose GRID2 International, winner of InFurniture's “Showroom of the Year” in 2003 for their American Leather showroom, to re-design the new showroom to communicate the brand's new brand positioning of fashion, innovation, and performance. “The American Leather Showroom at High Point is our most innovative work to date,” says Martin Roberts, principal of GRID2 International, an award-winning team of retail consultants, architects, and interior and graphic designers based in New York. “We are thrilled to work with such a pioneering company to introduce their new brand messages, and believe the design of this showroom will revolutionize the furniture industry.” Behind a 100 foot glass front branded with the signature American Leather star logo, the showroom is punctuated by a soaring red iconic wall that dips to become the backdrop for the welcome desk. By using American Leather's custom made leather seating and corian tables with leather insets, GRID2 created a dynamic gathering area for meeting and greeting buyers and representatives. Beyond the experience center, dual portals open onto the company's transitional and contemporary products. GRID2 designed the more classic, transitional area as a traditional manorhouse, using fireplaces and archways as centerpieces. Displays of merchandise are wrapped around a paneled octunda, arranged in groups and clusters to permit comfortable browsing and conversational areas. The perimeter of this space is covered in sheer fabric walls that are over 30' high and up to 100' long. These provide translucent glimpses of the outdoor café and terrace areas where lunch is served at the show. The contemporary area on the opposite side comprises a large open space with curved walls, which complement the stunning architecture of the building. A central configuration of 3 walls creates a triangular conference and presentation center. Three giant custom-designed contemporary murals adorn the external walls of this conference center. The murals celebrate an outdoor party mood in a modern environment. Tall windows offer dramatic views into the courtyard in front of the Showplace building and the IHFC building. In addition, a dramatic bar and meeting point is a visible destination at the extreme end of the showroom. Framed with a unique entry portal and bathed in bar-like atmosphere during the evening, this area offers spectacular views of downtown High Point as the lights come up on furniture city. Throughout the showroom, pools of unique carpeting are paired with hanging fabrics and graphic panels to create a leading edge contemporary experience. Sheer fabrics are used to avoid the glare of sunlight during the mid-day market and provide scale for the merchandise. GRID2 used modern chandeliers and linear spotlights, suspended on airplane cables, to provide visual access to the soaring curved ceiling above. The American Leather showroom also features, for the first time ever, the prototype of components to create “shops within shops”. This model will be available for retailers to purchase for their own stores. “The total experience of the new showroom designed by GRID2 communicates American Leather's new branded buying experience unlike any other in the furniture industry,” says Cary Benson, Vice President of Sales and Marketing for American Leather. The innovative experience center and the fashionable transitional and contemporary areas reinforce American Leather's position as a leader in the home furnishings arena. EXCLUSIVE FOR HIGH POINT SHOW GRID2 International's Martin Roberts, with over 40 years of global design experience, will be available for complimentary consultations during the show. All retailers are invited to meet with Mr. Roberts for advice, questions, or conversation. Reservations are suggested to ensure availability. Tuesday, October 12 / 1pm - 6pm Wednesday, October 13 / 1pm - 6pm Thursday, October 14 / 1pm - 6pm RETAIL CONSULTATIONS: To schedule an appointment to meet with Mr. Roberts for a retail consultation, please contact Madhavy Raj at GRID2 International at 212-557-4743, cell 646-346-4385 or e-mail her at mraj@grid2.com. GRID2 International opened in 1991 with a mission of providing retail solutions through research and design in order to maximize their clients' sales profits. Using consumer focus groups and video research along with innovative store designs, GRID2 has provided some of the most customer friendly retail environments. They pioneered this design concept for the Barnes & Noble Superstores, which has since been implemented in over 500 locations. GRID2 International is ranked as one of the top retail design firms in the United States, and has been the recipient of numerous awards from professional organizations, such as the Institute of Store Planners, Identity Magazine, and Visual Merchandising + Store Design Magazine.