The finishing touches went on, the wall lit up and everybody’s jaw hit the floor.
“We were all just kind of dumbfounded,” says Alain Capretz, DWR’s director of Studio Design. “It was all we could talk about for an hour.”
He’s referring to a bright innovation introduced last Thursday in our new Studio in Toronto: Scrims printed with furniture silhouettes and back-lighted with 25,000 or more LED lights. Words don’t do it justice, but the time-lapse video above helps get the idea across. It was shot by Nicole Priore, DWR visual merchandiser, who was among the crew getting the new Studio ready to open.
The back-lighted scrims, which do not have an official name yet, are being used for the first time in Toronto. But judging from the unanimous reaction of the crew working there to open the new Studio, more could be on the way.
They are the newest in a slew of innovations introduced in new Studios in Chicago, West Hollywood, San Francisco and elsewhere in the last year, as we move into bigger, brighter and bolder spaces and look for ways to present our world’s largest assortment of authentic modern furniture in even more dramatic ways.
The new Studio, on King Street East, is substantially larger than one it replaces on King Street West and incorporates many of the new features used elsewhere. The most striking is the Light Cloud of 150 fixtures suspended over the entryway. Others include the Swatch Wall of more than 300 fabric and leather samples and a private showroom, which customers can reserve for meetings with their interior designers or members of the DWR staff. Throughout the Studio, furniture is arranged in 27 “rooms” fully styled with rugs, accessories and lighting to help customers see how pieces could work in their own homes. More than 100 dining chairs are available for test drives.
The Studio lies in the heart of historic Old Town, the oldest part of the city of Toronto and chock-full of landmarks, including the city’s first post office, the Cathedral Church of St. James and the St. Lawrence Market, a world-class food market.