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Historical infrastructures aren’t often known for breeding innovative ideas. It’s a premise Design Holding Group hopes to change, as it unveils D Studio, a new retail concept that houses all of its brands—which include B&B Italia, Maxalto, Azucena, Arclinea, Flos, and Louis Poulsen—under one überstylish roof.
The unveilings have been a global pursuit that began this past summer. In June, the first D Studio opened in a historic building in Copenhagen’s cultural hub of Holmen. Then, earlier this month, during Fuorisalone 2021, a Milan flagship store opened in the historic three-level 23,000-square-foot space that formerly housed B&B Italia’s showroom in the city’s design district. And across the Atlantic, D Studio New York is slated for completion on Madison Avenue at the end of 2021.
Similar in concept to how a department store offers a multibrand experience under one roof, Design Holding’s idea “to create a one-off design space and offer a fresh retail format” has been in the works for the past several years, explains Roberta Silva, CEO of Flos, speaking on behalf of Design Holding. (At the time of our interview, Design Holding was between CEOs, as Daniel Lalonde prepares to step into the role next month.) The cost savings that come with a shared showroom model can mean a quicker expansion and wider brand exposure. But at the end of the day, does a unified effort—one made up of both single- and multi-line displays—muddy the waters of brand distinction?
Silva doesn't think so, citing the labels’ similarities as being more valuable than their differences. “All the Design Holding brands share a striking heritage, in which innovation and responsibility are constantly uppermost in the mind, given that the brands recognize their roles as champions of Italian and Scandinavian design.” That shared philosophy, or “synergy” as Silva describes it, makes for a more seamless sourcing experience than what you may find at a, say, traditional design center.
Sure, the case for synergies is easy to make among brands that represent various product categories. But with Design Holding Group’s portfolio brands overlapping in offerings, will each be able to maintain individuality, and remain competitive, in a shared space? Søren Mygind Eskildsen, CEO of Louis Poulsen, says he considered this point before bringing his brand into the showroom. But for him, the answer lies at the fine line between synergy and distinction: “All D Studio brands share a solid cultural foundation rooted in and celebrating premium design. However, the actual design language and way to go about it is inherently very different, making us suitable as a family or collection of unique heritage brands,” he explains.
Elaborating on the distinction among the brands, Eskildsen says, “Louis Poulsen is born out of a Scandinavian design philosophy in which form follows function. Our products encompass the duality of design and light…Flos, our Italian counterpart, has a very different approach to lighting design. And that’s exactly what makes room for the both of us.”
He adds that he hopes the joint experience will help inspire potential buyers. “We want to show both end users and specifiers how the Italian and Scandinavian design languages fit so perfectly well among our brands,” he says.
Likewise, Silva feels that each individual brand has much to gain from being a part of this consolidated group space, where potential buyers can see in real life how the family of brands intersect. “D Studio offers an ideal place to showcase each brand in a fluid setting in which individuality and comparison provide a new dynamic,” she says. “D Studio gives us the flexibility to enable visitors (both professionals and private clients) to understand the full potential of the range of products available and fully reveal their intrinsic qualities.”
Take the Milan flagship, for example. Upon entering the Piero Lissoni–designed interiors, guests first see pared-down installations for each brand, “where timeless icons interact on an equal footing with recent creations,” as Silva tells it. From there, products from throughout the portfolio’s catalogs interact within thematic vignettes, as with the ground floor’s garden that pairs B&B Italia outdoor furnishings alongside Flos and Louis Poulsen fixtures.
It’s a design scheme that lends itself to showcasing each brand, while allowing them to intermingle as a cohesive design story, Silva says. After all, the days of entering a showroom and ordering the full matching living room set are long gone. By expertly styling mixed-and-matched vignettes, pulling from its varied design portfolio, D Studio is thinking one step ahead.
Already viewed as a successful endeavor by the participating brands, the newly unveiled retail concept is poised for growth later this year and beyond. “Each D Studio is different, created with the aim of setting up a dialogue with the host city [and] working in harmony with the spirit of the place and local dynamics,” Silva says of the studio openings, hinting at future centers launching in Asia and elsewhere in the U.S. in 2022.
Eskildsen adds, “Looking at the captivating D Studio retail spaces we have created together so far makes it very easy to recognize how the sum is definitely greater than its parts.”
