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2x4 + Design Within Reach (article)
Posted by Gala
March 7, 2014
via Design Within Reach

Design Within Reach
Photography by Michael Biondo

This month Design Within Reach opened it's newest studio on the corner of 57th St and 3rd Avenue in Manhattan. Designed by the architectural firm Sayigh+Duman, the three story glass box is the culmination of a year long collaboration between the architects, 2x4 and the DWR creative team.

Design Within Reach 57th Street

Design Within Reach has long been a design authority, celebrating the careers of living and iconic designers. Their efforts have always been to communicate this on the pages of the catalog and on-line, but the studios had lacked a clear connection to the brand. Charged with bringing the brand experience to life in their retail spaces, 2x4 developed a simple flexible system of signage components including promotional messaging, large scale architectural scrims, wallpapers, large scale digital executions.

Design Within Reach

Furniture is arranged stylistically into "houses" that are thematically defined and identified in the spaces. Short product films were developed to promote special launches, showcase designers, and feature products offered in the store. A custom branded lit cube offers a playful way to promote the brand storewide.

Design Within Reach

The retail design system has been launching in all of the newly designed studios including Soho, Miami, Costa Mesa, San Francisco, and Los Angeles, and will continue to roll out through next year.