Blog: HGTV Brings Home Line to Atlanta

The Flower Power vignetteThe Flower Power vignette

The HGTV lifestyle is brought to life in its newest pop-up shop, which HFN visited last week in Phipps Plaza, an upscale mall in Atlanta. There, through June 4, HGTV loyalists can see products from all of its home licenses--including furniture from Bassett, area rugs from Shaw and lighting from ELK, among other categories--set up in trend vignettes as well as highlighted by category. While products aren't sold at the 3,000 square-foot site, consumers can either go online to purchase items or receive a list of local retailers that sell each product.

In addition, shoppers can interact with flatscreens showing HGTV's Pinterest and Instagram pages, and sign up to win $5,000 in an HGTV Home cash giveaway. Designers are also on hand to give consultations. Other flatscreens show HSN and HGTV programming. An associate said that the store will have a live stream with HSN later this month.

The pop-up store will travel to other cities--Philadelphia; Tysons Corner, Va., Chicago and Santa Monica, Calif.--through 2013.--Andrea Lillo