A Division Twelve showroom is now open at the New York Design Center. Designed by Toronto-based interior design firm Figure3, the shop-in-shop space captures the exuberant essence of the subsidiary Keilhauer brand. Adjacent to the existing Keilhauer space, clients can view both lines at the same time, yet have an entirely different experience within each area.
“We carved out part of the Keilhauer showroom for Division Twelve, to make it feel like its own little gem. It presented more of a challenge than a typical standalone showroom, but there’s some great energy that comes from the visual and experiential tension between these two spaces,” said Meghan Sherwin, Keilhauer’s chief marketing officer.
The brands have their own signatures, and the showroom has to appeal to a wide audience of specifiers. “My job was to take the Division Twelve story and translate it into a three- dimensional, physical interior,” said Mardi Najafi, creative lead on the project and director of retail design, Figure3. “The brand voice and language are totally different for Keilhauer and Division Twelve, so I wanted to separate them in some way, but still compel people to visit each distinct space.”
The vibrant palette of 20-plus colors enlivens the new showroom.
Figure3 was also responsible for the design of the Chicago showroom in theMART, which garnered plenty of buzz during NeoCon. Sherwin noted that while there are some similarities, the Manhattan location has a unique look representative of its locale. “We wanted that nod to the city there. Using blacks and darker colors in certain areas gives them more visual weight. There’s definitely an industrial, New York vibe.”
She explained that there was ample thought about day-to-day foot traffic and how guests would advance through the showroom. Two access points, via the Keilhauer entrance or Division Twelve’s front door, allow for a natural flow. “With the second entry between the two spaces, people can move seamlessly anywhere they want to, which was part of the strategy. There is an element of discovery and a bridge between the two brands.”
Division Twelve is well known for its vibrant range of colors, and the 20-plus hues are found in the pieces, as well as the custom graphics incorporated into the space. The vibrant palette serves as inspiration, while infusing the showroom with verve. “Color is so impactful and such a meaningful anchor to the brand, that presenting the products in multiple shades was key, because the products have a different sensibility depending on what shade you choose. We wanted to acknowledge that for designers,” Sherwin noted.
Measuring in at just under 600 square feet, the showroom’s footprint is indeed small. Najafi wanted to ensure that the interior wasn’t packed with furniture or looked too cluttered. As a designer who has lived in high density cities around the world like Paris and Tokyo, he is adept at working with compact areas. “I utilize strategic, space-saving solutions for small retail touchpoints. And I immediately started thinking about how I could really maximize the vertical space.”
A wall featuring the popular Catty chair was devised, resulting in an Instagram-worthy feature. Inspired by the classic lion tamer chair, the Catty is ultra-lightweight and stackable. Designed by the group at Austrian studio EOOS, it was an immediate hit when it was introduced last year.
“The Catty was an important product for us, because it was our first partnership with Division Twelve and EOOS, a design powerhouse. There’s a purity and simplicity to the materials, which constrained the designers to an extent, but ultimately expanded their creativity. We really wanted to highlight that,” Sherwin added.
The displays throughout the showroom not only make the most of the available floor space, they also give clients the opportunity to appreciate the workmanship that is a hallmark of the line. Sherwin said customers are encouraged to touch and shift pieces, rather than just scan them. “Designers are tactile people. To be able to pick up a pink chair and a teal chair and put them together to see how they’ll work, is an opportunity that they don’t get all of the time. We really want them to play with the different colors and products.”
Najafi explained that he drew on his own experiences as he envisioned the showroom. “I have designed furniture myself, and I love the craftsmanship of Division Twelve. The chairs are turned upside down and stacked on the plinths. I wanted to show not only how they can be combined, but how expertly they are made.”
Cleverly designed storage units complement rather than detract from the interior. Cabinets hold furniture, along with upholstery fabrics, chair legs, and sliders, so that specifiers can see available options at a glance. “I took inspiration from the sample binders with swatches that we have in the studio, and built it on a large scale. When you open the doors, there are all of these additional tools that allow a sales rep and a designer to engage with the merchandise in a very tactile manner,” Najafi noted.
The constant interactions bring in a vitality that is in perfect alignment with the brand ethos. And for Sherwin, that will resonate with new and returning clients. “The energy of the brand is present in the showroom, which is about irreverent joy. It’s about being confident in who we are, and doing things a little bit differently,” she said.