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Professional designers have a secret weapon at their disposal when they’re creating the interiors featured in the pages of 5280 Home: the ability to customize furnishings to fit a room’s unique dimensions—and a client’s personal preferences and style. That banquette tucked perfectly into a breakfast nook’s bay window? That extra-deep sofa dressed in oh-so-plush velvet? Those aren’t catalog finds. So when brands like Interior Define began launching with the goal of helping online shoppers design furnishings to fit their one-of-a-kind rooms and tastes, getting the custom look without the help of a designer got a lot easier.
Since debuting in 2014, Interior Define has grown to offer more than 20 upholstered seating collections comprising sofas, chaises and chairs, ottomans, and daybeds, plus an impressive array of options for bedrooms, dining rooms, home offices, and more—all of which can be customized in countless ways. When a customer chooses the designer-favorite Sloan sectional, for example, she can specify its length, depth, cushion style and fill, and leg style, plus choose from more than 125 fabrics, which encompass performance velvets, weaves, chenilles, linens, knits, tweeds, leathers, and even bouclés, all in a rainbow of colors.
For shoppers wary of sitting in the designer’s chair, Interior Design offers robust online support including complimentary design services (by phone, video, or chat), free swatches, and an AR feature that lets customers “see” a piece in their room from every angle, and experiment with different fabrics and colors, all from their mobile devices.
This year, digitally native Interior Define has begun taking the next step in building its brand—in what to some might be an unexpected direction: brick-and-mortar stores. By the end of 2022, its retail footprint will have expanded to more than 30 U.S. locations—including the new Define Studio in Cherry Creek North. The shift addresses several challenges presented by an online-only furniture-selling model. One is that consumers still use a mix of methods, from online research to in-store visits to social-media scrolling, to learn more about products. And, two, they still want to know what that sofa is really going to look like in their living room.
The new 6,517-square-foot Denver Define Studio answers that question by displaying more than 80 percent of Interior Define’s current product assortment—including tables, rugs, and lighting—and by offering an extensive sample library of fabric and rug swatches, furniture leg options, and more for customers to see and touch as they tailor their bespoke 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 trained to guide customers through the full furniture-customization process using complimentary tools that include personalized mood boards and renderings illustrating fabric combinations and 360-degree product views.
For homeowners who love Interior Define furnishings and the advice of their own design pros, the Denver Design Studio offers a workspace that independent interior designers can use for client meetings and presentations. Designers can also join Interior Define’s trade program, which offers access to dedicated trade reps, trade-exclusive discounts (upward of 20 percent with free shipping and additional discounts during promotions), and exclusive access to unlimited samples of the brand’s full textile collection.
Like all truly custom designs, each Interior Define furniture piece is made to order in a process that can take 18 to 22 weeks, with some items taking as many as 25 weeks to reach customers’ doorsteps (decor items, including wall art, mirrors, pillows and throws, rugs, and lighting, are typically available more quickly). But if anything is worth a wait, it’s a piece as unique as the home it will furnish.
If you go: The Denver Define Studio—located at 105 Fillmore Street, Suite 109—is open Monday–Sunday, 10 a.m.–6 p.m.