Home décor cataloger and eStore Ballard Designs announced it will expand its brick-and-mortar prototype stores to four new locations in 2017, reported Chain Store Age.
Three locations have already been chosen — Natick Mall in Natick, MA; Roosevelt Field in Garden City, NY; and South Park in Charlotte, NC — while the fourth is still being determined. Ballard also has stores at King of Prussia Mall in Pennsylvania; St. John’s Town Center in Jacksonville, Florida; and International Plaza in Tampa, Florida.
Ballard Designs opened a 12,400-square-foot prototype store in Tysons Corner, Virginia back in August. The Virginia location will serve as the model for the four new and potential future expansions.
The company hopes to draw consumers into an in-person retail experience that puts an emphasis on personalized design. The store includes an internal design studio complete with work desks, tablets and consultants ready to assist customers-turned-designers.
The design studio merges Ballard’s European-inspired design catalog, online and in-store channels. Customers can use workstations to browse through Ballard’s multitude of offerings and collections, to design and personalize their home décor to their exact specifications.
Anything from upholstery and rugs to lighting, accent wall colors and accessories are at the customer’s disposal to sample. It’s an interesting idea — recreating the customizable digital experience in a physical space — and one that requires a lot more manpower and effort to pull off.
But Ballard Designs seems to think it’s worth the effort. Especially since customers have to interact with their purchases in the real world after the fact, it’s best to sample and create in person for something purchased to be used in person. Lifestyle scenes and complimentary products surround the design space, partially for ambiance and partially for inspiration.
Ballard Designs worked with FRCH Design Worldwide to design its brick-and-mortar prototype store and in-store studio space.
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