retailNEXT: Brand Building at ABC
January 29, 2017,
By Andrea Lillo
Sonder Living artwork includes the striking Neon Girl from artist Andrew Martin.
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.
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.
The kate spade new york shop is arranged like a New York apartment.
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