Shop Talk: DENY Designs’ New Showroom

A Web-based retailer’s new headquarters offers Denverites an inspirational, tactile experience—and discounted merchandise.

June 9 2014, 2:00 PM

XO

Previous Pause Next
1 of 8

DENY's showroom displays will be changed every month or two, so visit often for fresh design inspiration.

—Photos courtesy of DENY Designs

The space will also serve as headquarters for 12 DENY employees.

This hip conference room sits behind a windowed garage door; media clips serve as art for the back wall.

A brainstorming area for employees features a giant whiteboard and comfy seating.

Use these couches in the showroom to dream up the perfect combination of throw pillows for your sofa.

One benefit of DENY's new showroom is being able to feel the quality of items—such as their gorgeous decorative trays—before you buy, .

Creative director Lenay Snyder is a whiz at pairing DENY's 7,000 different prints in chic and cohesive looks.

Seeing items on the walls will help Denverites get a better sense of size and effect before they order. And being able to touch textiles—such as DENY's pillows and duvets, rugs, and new outdoor cusions—can help relieve buyer anxiety over quality.

DENY's showroom displays will be changed every month or two, so visit often for fresh design inspiration.

—Photos courtesy of DENY Designs

The space will also serve as headquarters for 12 DENY employees.

This hip conference room sits behind a windowed garage door; media clips serve as art for the back wall.

A brainstorming area for employees features a giant whiteboard and comfy seating.

Use these couches in the showroom to dream up the perfect combination of throw pillows for your sofa.

One benefit of DENY's new showroom is being able to feel the quality of items—such as their gorgeous decorative trays—before you buy, .

Creative director Lenay Snyder is a whiz at pairing DENY's 7,000 different prints in chic and cohesive looks.

Seeing items on the walls will help Denverites get a better sense of size and effect before they order. And being able to touch textiles—such as DENY's pillows and duvets, rugs, and new outdoor cusions—can help relieve buyer anxiety over quality.

Kim and Dustin Nyhus were about to sign a lease for a space on Broadway when Kim went to visit one last potential home for the couple’s three-year-old business, DENY Designs. “Dustin had kind of given up,” says Kim. “I think we looked at every available building in Denver. But I wanted to go out one last time.”

The petite brunette showed up to tour the second-story space at Lawrence and 20th in a dress—and was promptly directed toward a 20-foot ladder. Undaunted, she climbed up and stepped into the raw, 6,000-square-foot single-room area. The hardwood floors, which served as a dance floor for a studio in the ’80s and ’90s, were obscured by thick dust. Sunlight struggled to make its way through grime-covered windows.

“This is it,” Kim said. “This is the one.”

A year later, the space overflows with industrial-chic charm. New windows framed in crisp white look out onto the trending-up Ballpark neighborhood; insulation made from recycled blue jeans covers the ceiling above exposed pipes; and brick walls and a gleaming wood floor provide the perfect backdrop for DENY’s colorful printed wares. There’s even a staircase (and an elevator).

It’s that kind of vision that has shaped DENY into a nationally beloved online retailer of custom-made home goods—pillows, trays, shower curtains, coasters, mirrors, outdoor cushions, magnet boards—that are printed with your choice of more than 7,000 hand-selected designs by artists from across the country. In addition to selling directly to consumers via its website, DENY works with brick-and-mortar retailers such as Urban Outfitters and Nordstrom.

The new headquarters on Lawrence will primarily serve as office space for 12 DENY employees and as a studio for photographing products. But the showroom up front is a locals-only perk where Denverites can see and touch items before they order; get inspiration from creative director Lenay Snyder’s ever-changing displays, some of which will soon be sold as full, specially priced sets (see examples of her print-pairing genius in the slideshow above); and even score returned items at deep discounts. Eventually, the Nyhuses hope to offer product pickup on-site as well.

DENY’s doors will be open to the public weekdays from 8:30 a.m. to 5:30 p.m., starting today. We suggest beginning downstairs with a pint of Peak Bagger white IPA from Jagged Mountain Craft Brewery to get the creative juices flowing; then, head up to the second floor with your paint swatches and photos and have the DENY team help you choose the perfect accessory for whatever room needs a little reinventing.

BONUS: Find a Q&A with the Nyhuses and see Kim’s design picks for summer in 5280 Home.