Keilhauer’s New Toronto Showroom
Keilhauer has opened a Toronto showroom, located downtown on 150 King Street East. Designed by Figure3, the streamlined setting provides a clean backdrop for the furniture, and all of the components align with the company’s updated branding. “This is the first showroom where the new brand look and feel is presented in its entirety,” said Meghan Sherwin, president of Keilhauer.
Sherwin explained that she prioritized finding the right space in Toronto for sales reps and clients, a central locale to work and gather. Proximity to similar companies is an ideal synergy—and energy— that attracts visitors to the area. “We had our eye on Toronto for a while, and we wanted to be in the heart of the King East design community. There are a lot of really strong furniture and ancillary brands right in this corridor, so it was a perfect location.”
More than a traditional showroom for solely displaying new collections, the space is meant to be a hub, a place to work and gather for teams and guests alike. “We wanted it to be a working showroom,” Sherwin said. “As we have seen post-COVID, people are not going into the office as often as they used to, and when they do, they want to collaborate. And so this is another space downtown where designers can feel comfortable doing that. I think it is a great use case for us.”
Mardi Najafi, vice president of retail strategy and design at Figure3, who designed the Keilhauer subsidiary brand Division Twelve showrooms in New York City and Chicago, noted that this heritage building with original fixtures was an ideal setting for the more refined aesthetic of the signature brand. “Keilhauer is all about tailored sophistication, and the furniture has to shine. And so we kept this space neutral, like a canvas. That allows for interchangeability, and as the furniture gets updated with new finishes and fabrics, it won’t fight with the environment, it just pops,” he said.
Sherwin explained that the meshing of old and new creates a distinct feel that references the brand’s own history, and its continual evolution as a manufacturer that embraces both timeless and contemporary aspects. “We loved the elegance of the space, and knew that we could bring in modernity through our own design lens. And that little bit of tension between the historic features against our modern furniture adds another level of beauty to the space.”
The Figure3 team is expected to complete a total renovation of the New York City showroom by the end of the year, and Najafi noted that they are implementing a kit-of-parts strategy, which includes utilizing some of the same touches in every showroom that reinforce the brand identity. “We created these ownable elements that over time would be unique to Keilhauer.”
The wall behind the reception desk is one example, which introduces visual appeal. “With the linear textures, it looks like a gentleman’s suit, but it is not necessarily very masculine. There’s some structure and some fluidity, and you’ll see that throughout the showroom. There are these modern yet approachable details,” Najafi added.
The product mix includes Keilhauer classics and Toronto best-sellers, and to most effectively highlight the furniture, Najafi used another device often seen in retail stores. “We also introduced these display niches. They look like they’re large-scale bookshelves, but we are treating furniture as sculpture to show the craftsmanship and attention to detail. This is something that will be used in other showrooms as a recurring theme.”
As a complement to the furnishings, artwork not only enhances the interior, but also celebrates the creativity that is a hallmark of the area. With a curated selection of pieces, many by Canadian painters, there’s an added vitality that echoes the energy of the city and the neighborhood. “We wanted a well-designed space that inspires,” Sherwin said. “We partnered with galleries to bring in original work becauseI believe it is important to support local artists.”
For Sherwin, the King Street space captures the Keilhauer style, but also supports their internal teams. “It presents our strong brand point of view with the beautiful displays and vignettes, but it is also a functional showroom. Sales staff are having meetings here, or design groups are coming in and touching down for a couple hours or doing an off-site. And that’s exactly what we wanted, this inviting and comfortable space for different types of work.”