To mark the opening of its Los Angeles showroom, deVOL Kitchens creative director Helen Parker chatted exclusively with KBB about the realization of the project.
What motivated you to open this showroom?
“We already sold lots of kitchens in LA and many of these customers visited us in NYC, it’s a long trip for them and so we decided to take a look at the West Coast of America and quickly settled on LA. LA is a big place, it’s full of our types of customers who felt they sort of knew us from ‘For The Love of Kitchens’, our TV show. So really it was a natural next step for deVOL in the US.”
What was the original space like?
“Measuring 2,600 square metres over one floor, the space was previously used as an antiques showroom. Simple, functional but a little tired and in need of some love. The building was probably built in the seventies, very simple construction with no really special features, but wonderful light and a courtyard that was the clincher for us.”
In building out the showroom, what challenges did you encounter, and how were they resolved? These can include structural issues, utility connections, etc. What was the scope of construction?
“The full renovation took six months, it was a huge job and involved pretty much all aspects of the building. We re-used the old floorboards, which we took up and re-laid. We installed ADA bathrooms and access ramps and re-roofed the whole building. We then set about adding character to each room with our own handmade tiles, wallpapers and vintage artworks. Our furniture was then installed and we sent over a full container of antiques and vintage pieces to dress the finished showroom.”
Are there any design showrooms that you admire or find inspirational?
“We get inspiration from the everyday, a market, an old shop, a trip to Europe or a country house. When we arrived in LA we were amazed by all the new and exciting things we saw, it was all too much to take in, yet we found even just a simple fabric store that was so vast and impressive, that was truly inspirational. I’m sure we will find more every time we re-visit the new showroom.”
Please describe the space planning process for the showroom. How – and why – are the areas organized?
“We wanted the rooms to flow, almost like a home, but we also wanted to show all our ranges in authentic and liveable displays. We wanted to show all our accessories, furniture ranges, tiles, flooring and lighting. So, creating spaces where all these elements of deVOL felt and looked comfortable, believable, honest and, most importantly, beautiful. There are seven displays, all different and all offering a take on deVOL and the quality and quantity of what we design, make and sell.”
Social spaces and outdoor areas play a significant role in the showroom. Could you please explain the importance of emphasizing these?
“The courtyard was so important, we love the exotic, tucked away calmness it gives our staff and our customers. A pot of tea in the California sunshine (and shade) is what we dreamt about, surrounded by plants we’ve never seen and blue skies every day. The open space is enjoyed just as much inside the showroom as out as there are huge windows in almost every room display, this allows the mass of plants to feel almost as much a part of inside as outside.”
Did you try anything new in this project?
“We created a private bar and used another company’s wallpaper, two things we have never done before, but the finished room is stunning. We also did a powder room, which is a first for us, it allows us to enter into the bathroom world as well as kitchens.”
Describe how you walk customers through the showroom space. How is the showroom design conducive to the client experience?
“More than ever, this showroom has a wonderful way of taking our customers on a journey. The big deVOL showroom window allows a peek into our world, soft muted colours, grand furniture with magnificent proportions yet humble and traditional. Once inside you are led through grand simplicity, into a dark and moody private bar, so full of atmosphere and glamour. Then through a small passage, with fabulous old French doors leading into a powder room, filled with bohemian touches. Opposite the powder room is a carefully considered pantry area, wall to wall cupboards for food storage, fridges, freezers and top boxes. You then enter the biggest display, our Shaker room, showcasing a dining area, comfortable seating, a full kitchen and a glazed pantry. This room is the essence of deVOL: simple furniture, beautifully made. It’s achievable in small and large spaces and shows customers the beauty of simple, handmade furniture. The final room and definitely our ‘nod to LA’ is our Haberdasher’s and Sebastian Cox kitchen, light, bright, a little mid-century and a little California vibes. The impeccable cupboards feel very much at home in the sunshine and are a perfect way to finish off the tour, going from old England, through Parisian glamour, onto humble simplicity and finally a West Coast vibe (but in an English way!!!).”
