New 'Click and Mortar' Design Showroom Concept Debuts at HD Buttercup
Designers House unites A-list decorators to create online and in-store showrooms.
Some of the country’s top design talent united at HD Buttercup this week to launch a brand new retail concept that places eponymous, decorator-created micro-shops within the sprawling Culver City showroom. Aerin Lauder, Thom Filicia, Celerie Kemble, Jeffrey Alan Marks, Suzanne Kasler and Mr. & Mrs. Howard each built stand-alone "rooms" within the furniture showroom, outfitted with pieces of their own design.
Jena Malone, Cameron Silver and Brooke Davenporte and other top designers like Thomas Callaway and Ron Woodson attended the event, which debuted the six 300-square-foot rooms, each filled with furniture, lighting and accessories designed by each decorator.
Founded in 2013 by Keith Granet, one of the country’s top product licensing consultants, along with Stephen Roesler, Designers House gives consumers direct access to top designer product via in-showroom stores and on its website.
"The concept grew out of Keith's 25 years of licensing product and providing management consulting to the top interior designers," says Roesler. "Our idea was to create a marketplace for these designer lines of furniture and provide everyone access to each designers’ unique aesthetic. We wanted to do this in relevant way, which meant providing online access but also creating a meaningful brick-and-mortar to highlight designers in a physical way."
The rooms, which will shift in products and look, ranged from Atlanta-based Suzanne Kasler's pared-down, quietly elegant space to celebrated New York decorator Celerie Kemble's richly colored and layered room. Kemble introduced many new pieces, some of which were named after her children: "I have three children, but only Zinnia and Rascal made it into the Designers House room… The wick nesting tables are there, as is the Ravenel bookcase. Rascal's proper name is Ravenel, and not coincidentally, it’s my husband and father-in-law's name, too."