FLOR, the modular floor covering company, is in the process of launching stores nationwide, and its newest location in SoHo is designed to be a play space for adults. Formerly web-and-catalogue-only, FLOR wanted to give customers an opportunity to experience its product in an old-fashioned way: touching it.
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The 3000-square-foot store (formerly Design Within Reach “Tools”) is a blank canvas that encourages shoppers to rummage, experiment and get creative. Bright white walls, overhead spotlight fixtures, and simple wooden floors highlight FLOR’s signature product, the 19.73-square-inch (that’s half a meter) carpet square.
Each floor of the split-level space features white grids of squares outlined on the hardwood floor, inviting customers to design and customize their own carpet puzzles with an endless array of colorful samples, from wooly to refined. Bar-height “workstations” allow for sorting and swapping, and giant metal panels against the walls act as inspirational displays, where sets of squares (with magnetic backing) will be changed up every season. And even while the shopping experience may rely on old school touch and feel, Greg Colando, the president of FLOR, calls the flexible system of squares “the next generation of carpet; it’s not the big, heavy tarp.”