retailNEXT: Brand Building at ABC

SonderLiving NeonGirl AndrewMartinSonder Living artwork includes the striking Neon Girl from artist Andrew Martin.
By Andrea Lillo

New York’s ABC Carpet & Home is offering new shop-in-shop concepts from Sonder Living and kate spade new york that provide decorating inspiration through a series of lifestyle vignettes.

Sonder Living’s shop, the only East Coast location for the Hong Kong brand, offers modern, sleek looks from designers such as Kelly Hoppen, Thomas Bina and Maison 55 in a 2,000-square-foot space.

“The word Sonder is relatively new to the lexicon—meaning to live with the awareness that everyone around you is living a life that is just as rich and complex as your own,” said Jay Krift, Sonder Living’s senior sales manager. “At Sonder Living we want to explore these lives and help our customers express themselves with unique and beautiful home furnishings. ABC Carpet & Home shares our sentiment and, as stated in their mission statement, they serve as a ‘platform of cause-related products that guide creative expression, celebrate individuality and cultivate the actualization of home as the sacred space.’ Sonder Living complements ABC’s brand and offers new designs from exciting designers.”

Located on ABC Carpet’s fourth floor, the space is roughly divided among the collections of Hoppen, Maison 55 and Bina, with a selection of each line on display (the full collection can be viewed at sonderliving.com). Within each designer’s section there are bedroom, living room and dining room vignettes. The showroom also offers customized, made-to-order furniture, lighting designs and upholstery, and items that can be designed, manufactured and delivered to the customer within 12 to 16 weeks.

Each vignette includes accents from other companies, such as lighting by Nellcote Studio; artwork by Coup & Co.; curated decorative accessories by Made Goods, Pigeon & Poodle, Bungalow 5 and Phillips Collection (exclusive Kelly Hoppen accessories are placed within her room sets); tabletop and vases by Canvas Home; candles and reed diffusers by Cochine Saigon; and vintage fabric decorative pillows and prayer bolsters by Lily Koi.

katespadenewyorkshopThe kate spade new york shop is arranged like a New York apartment.
The kate spade new york shop, the brand’s first retail footprint in New York outside of its flagship stores, features curated rooms resembling a quintessential kate spade new york girl’s Manhattan apartment, which include an assortment of living room, dining room and bedroom furniture, lighting and accents. The kate spade new york team scoped other ABC departments for accessories to incorporate into the shop, and the specific furniture fabrications are ABC’s own, according to Debs Camplin, senior vice president of design for home at kate spade new york. For example, a bed originally shown in vendor partner E.J. Victor’s High Point showroom in navy and white was made for ABC in the lightest gray velvet and lilac. “It was fabulous to see how they reinterpreted it in a Kate Spade-ABC way,” Camplin said. “They did it beautifully.”

The most exciting thing about the partnership for kate spade new york, according to Camplin, is that customers head to ABC as a destination for furniture, lighting and décor, whereas those who shop at kate spade new york stores are mostly interested in apparel. Working with ABC was a dream come true for Camplin, who said when she first arrived in New York from England 22 years ago, “ABC was the mecca, the best store I had ever seen in my life.

“I am delighted to work with them,” she said. —Allison Zisko contributed to this story

For more images click here

Andrea LilloAndrea Lillo | Senior Editor
alillo@hfnmag.com

Andrea Lillo has written about a variety of topics, from beer gardens in Queens to kitchen design trends to residential caves. Having joined Home Furnishings News in 2006, she serves as Fashion Editor.

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