The local Newsletter is your free, daily guide to life in Colorado. For locals, by locals. Sign up today!
Professional designers have a secret weapon at their disposal when designing the interiors featured on the pages of 5280 home: the ability to customize furniture to the unique dimensions of a space – and to a client’s personal preferences and style. Those banquettes that fit perfectly in the bay window of a breakfast nook? That extra deep sofa in oh so soft velvet? These are not catalog finds. When brands like Interior Define entered the market with the goal of helping online shoppers design furniture that fits their unique spaces and tastes, it became much easier to achieve the customized look without the help of a designer.
Since debuting in 2014, Interior Define has grown to offer more than 20 upholstered seating collections that include sofas, chaise longues and chairs, ottomans and daybeds, as well as an impressive array of options for bedrooms, dining rooms, home offices and more that can be customized in countless ways . For example, when a customer selects the designer-favorite Sloan piece, she can specify its length, depth, pillow type and fill, leg shape, and choose from more than 125 fabrics including performance velvet, woven, chenille, linen, knit, tweed , leather and even bouclés, all in a rainbow of colours.
For buyers who shy away from sitting in the designer’s chair, Interior Design offers robust online support, including free design services (by phone, video, or chat), free samples, and an AR feature that lets customers from anyone Angles can “see” a piece in their room and experiment with different fabrics and colors, all from their mobile devices.
This year, the digital-native interior define has begun to take the next step in building its brand—in a direction that might not some find it: brick-and-mortar stores. By the end of 2022, its retail presence will have expanded to more than 30 US locations – including the new Define Studio in Cherry Creek North. The shift addresses several challenges that come with an online-only furniture sales model. One is that consumers still use a mix of methods from online research to in-store visits to scrolling on social media to learn more about products. And second, they still want to know what kind of sofa that is Yes, really what your living room will look like.
The new 6,517-square-foot Denver Define Studio answers that question by exhibiting more than 80 percent of Interior Define’s current product line — including tables, rugs, and lighting — and offering an extensive sample library of fabric and carpet swatches, furniture leg options, and more for customers to see and touch as they customize their custom designs. Designed to look like a chic, modern residence, complete with a fireplace, bookshelves and millwork that complement the brand’s clean aesthetic, the studio is staffed by design experts who are trained to guide clients through the entire furniture customization process with free tools that incorporate a personalized vibe, boards and renderings that illustrate fabric combinations and 360-degree product views.
For homeowners who love Interior Define home furnishings and The Denver Design Studio, under the guidance of its own design professionals, provides a workspace that independent interior designers can use for client meetings and presentations. Designers can also participate in Interior Define’s trade program, which offers access to dedicated sales representatives, exclusive trade discounts (over 20 percent with free shipping and additional discounts during promotions), and exclusive access to unlimited samples of the brand’s entire textile collection.
Like all truly custom designs, each piece of Interior Define furniture is made to order in a process that can take 18 to 22 weeks, with some items taking up to 25 weeks to reach the customer’s door (decorative items, including wall art, mirrors, Cushions and throws, rugs and lighting tend to be available sooner). But if something is worth the wait, it’s a piece that’s as unique as the home it will decorate.
If you go: The Denver Define Studio — located at 105 Fillmore Street, Suite 109 — is open Monday through Sunday from 10:00 a.m. to 6:00 p.m