US – The showroom has evolved from a curated living space to a space where consumers can test the full functionality of products.
Retailers are opening flagship stores that recreate the feeling of the home when displaying products, but which are also showcases for the full potential of products within the home.
With that aim in mind, smart speaker brand Sonos has opened its first direct-to-consumer store, 101G, in New York. Seven rooms, including a kitchen, living room and study, give customers a sense of how its speakers will look and sound in their own homes.
Luxury bath and kitchen retailer Pirch ensures that each of its showrooms has full electrical and plumbing connectivity so that everything from stoves to showers can be turned on and tested by wandering customers.