Davis Furniture Unveils Renovated Flagship Showroom in NYC

Davis Furniture has unveiled its reimagined flagship showroom in New York City, located at 200 Lexington Avenue, in the New York Design Center. The space not only showcases the latest products, but also invites visitors on an immersive brand journey.  

For the past few years Rob Easton, the VP of design and development at Davis Furniture, has been working more closely with Joseph Namyst, the company’s creative director, on lookbooks and photography to curate images reflective of the brand. The pair then collaborated almost exclusively on the presentation in the Chicago showroom for NeoCon last year. 

Yet even during the busy trade show, they began to exchange ideas about how they wanted to reimagine the Manhattan space. After reviewing the latest introductions and how they were displayed in THE MART showroom, a different concept took shape. “We looked at what worked in terms of product and the display in the showroom,” Easton said. “We considered the feedback from our customers, and that helped us design a better space for New York.” 

Outside consultants weren’t brought in for the project, so the challenge was to take all of the strong visuals that they had already refined and align it with the interior design. “We had been thinking about how the products work together,” Namyst explained. “So we wanted to further enhance how our brand is represented in the physical space of our showroom.” 

Indeed, while the latest furniture collections are on view, providing examples of the multiple ways to mix pieces in office or hotel settings, Easton noted that rather than create standard displays, the goal was to allow clients to move freely through the showroom while capturing inspiration along the way. “We thought about retailers and how they draw people into a store,” he said. “We wanted something exciting instead of white walls. Instead of walking in and seeing products, you’re seeing these amazing settings.” 

The showroom mirrors the look of a boutique hotel, a nod to its location in the ever-bustling metropolis. Painted a deep charcoal hue, the walls serve as a striking backdrop which complements the jewel tones of the furnishings. “A slat wall with the Davis logo sets the tone when you enter,” noted Namyst. It is like a beautiful lobby, and it was really important for us to have that classic New York look and feel.” 

The Davis Materials Wall is a focal point, a showcase for the color palette and range of materials. The first iteration of the wall also debuted at NeoCon. They employed a more artistic approach, but ultimately decided that it wasn’t interactive or impactful enough. “It was so abstract that people didn’t always know the difference between a leather and a laminate,” Namyst said. “We wanted to ensure that the true nature of each material was apparent. This new wall actually does that.”

From Davis powder-coat colors and the Aurora Leather Collection to Fenix surface materials, the wall display reveals all of the diverse finishes available. Designers can’t pull pieces off of the wall, but they can compare swatches and then take samples with them. Putting the materials front and center marks a  significant change for the company.

In the past there was often an emphasis on colors and trends in Europe, or palettes of partner manufacturers. In recent seasons, however, Easton explained that staff is looking at the company’s options first. “We used to watch what was happening in Milan, and while we still do, as we create and expand our own color story, we are staying ahead of what’s new. Now we are using our own color palette as inspiration for the design of our showrooms. That’s a huge shift.” 

Even Elements, the unique Davis sub-brand of interior accessories like coat racks, umbrella stands, and wall hooks, is highlighted in the space, with items placed against a custom ombré wallcovering. Elements graphics were updated to mark the line’s 10th anniversary, and they wanted to bring that distinct style into the space. “We wanted to integrate the same graphic, fun look,” Namyst said. “It became this hybrid, taking the Elements lookbook and making it into a display.” 

And at the end of space, the Elements feature wall ties everything else together, a visual exclamation point and a reminder of the experience in the showroom. “It is not just about a well-designed space, but also the feeling that you have when you are in it,” Easton added. “Our clients love all of these details, so we never want to hide them. We want to celebrate design.”