Interior Define debuts new retail concept in two cities this month

The customization station is part of Interior Define’s new Define Studio concept, which is opening this month in Minneapolis and Baltimore.

CHICAGO — Direct-to-consumer furniture and home furnishings designer and retailer Interior Define’s new Define Studio concept is going live this month in Minneapolis and Baltimore.

The new Interior Define Studios allow customers the opportunity to see, touch and share the endless customization options in person at the Design Center, the heart of the new stores, featuring an expansive selection of fabrics, cushion fills, leg options and more. It’s part of the Chicago-based brand’s expansion from nine locations in 2021 to more than 30 by the end of 2022.

Interior Define’s 4,400-square-foot Minneapolis Define Studio, located at 3505 Galleria in the suburb of Medina, officially opened June 8 featuring the Define Studio concept at Galleria, a contemporary indoor mall with upscale retailers and restaurants.

The new Baltimore Define Studio, which is 5,400 square feet, opens later this month on Aliceanna Street in Baltimore Harbor East.

Both feature a design center where customers can meet one-on-one with Design Experts to help guide them through the full furniture customization process. Design Experts offer free design consultation including design expertise, personalized mood boards, floor plan advice, and insights on all aspects of the design process.

The Design Studios offer an extensive swatch wall featuring more than 125 fabrics, rug swatches, leg samples and a curated collection of home accessories including tables, desks, décor and lighting. In addition, the concept features a creative workspace for interior designers, open for private appointments, client meetings and presentations.

Similar to the online experience, technology plays a major role in the new Define Studios by allowing them to create renderings for customers that show 360-degree product views, fabric combinations and sitting videos featuring models of different heights, while working directly with the customers in-store. This service is complimentary for all Interior Define customers through virtual and in-person appointments, as well as the online chat feature.

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Thomas Lester is Retail Editor for Furniture Today and Digital/Managing Editor for Home Accents Today. A graduate of Emory & Henry College’s Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports, professional baseball and more before joining Furniture Today in 2013. Reach out to me with your story ideas, tips and more at tlester@furnituretoday.com.

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