Design Within Reach Takes to the Desert
By Shawn Tamon Bennett-Natoli
Neo Collection
Design Within Reach announced it will open its first location in Palm Springs, California, on Friday, February 13. Half of the new location’s 7,440 square feet will contain a DWR Studio with a selection of modern bedroom and workspace options, seating, lighting, rugs and pieces for outdoor living, all available to order. The remainder of the new space will be the first DWR Annex on the West Coast. DWR Annex is a resource for discounted Design Within Reach merchandise, available for immediate purchase off the floor.
As a recognized center of modernist architecture, Palm Springs has been on Design Within Reach’s radar for years. Numerous DWR catalogs have been shot on location in Palm Springs, in settings including Richard Neutra’s Kaufmann Desert House, the Loewy residence designed by Albert Frey and Frank Sinatra’s Twin Palms estate. Ray Brunner, CEO of Design Within Reach, reflects on the new location: “It’s a perfect fit. DWR and Palm Springs are both destinations for modern design lovers. It’s been a long time coming, but we are finally bringing the company and the city together.”
DWR’s new location is opening in the El Paseo Building, a Palm Springs historic site dating from 1926. Located at 800 North Palm Canyon Drive, the complex displays decorative features of the Spanish Eclectic style. DWR will be taking over a space which once housed the El Paseo Theatre, and which served as the Palm Springs City Council Chamber from 1944 to 1948.
The DWR Annex concept evolved out of the cult classic warehouse sales held in the early days of Design Within Reach. DWR opened its first Annex in Secaucus, New Jersey, followed by a second in Cleveland, Ohio. The Palm Springs DWR Annex will give residents of California and the Southwest easy access to a continually restocked selection of both mid-century and ultramodern design at a substantial savings, sold as is and ready to take home immediately.
DWR Palm Springs Studio and Annex
800 North Palm Canyon Drive
Palm Springs, CA 92262
Telephone 760.322.8750
About Design Within Reach, Inc. (NASDAQ: DWRI)
Design Within Reach, Inc., founded in 1998 and headquartered in San Francisco, California, offers the best in modern design. The company markets and sells its products to both residential and contract customers through over 68 retail Studios and two DWR: Tools for Living stores in the United States and Canada, online at www.dwr.com
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