STEP INTO SONO
This vast new South Norwalk location is now the model for all Safavieh showrooms.
"South Norwalk is our new model for all Safavieh showrooms," says Michael Yaraghi, CEO of the home furnishings retailer. "The concept, in a word, is lifestyle."
The four-level store in South Norwalk, Connecticut, is separated into four distinct lifestyle concepts—one per level. "You walk through the front door into a relaxed lifestyle, which we call urban casual," explains Yaraghi. Next comes transitional style, then traditional, and finally, contemporary. "The groupings make it easy for our customers to explore different looks."
What else is distinctive about the South Norwalk showroom? "The merchandising is done with a light hand," says Yaraghi. "The store is not at all cluttered, so the room settings are reflective of actual open-plan homes." There are lots of windows for an abundance of natural light, and the floors and walls have been kept neutral, so the furniture really stands out.
As spacious as the store is, what you see on display is just a taste of what’s available. To help you visualize all of the possibilities, Safavieh created three large design centers within the store, where you can work with a design professional free of charge.
Each design center has large video monitors, so you can see every brand’s full collections online. In the old days, if you wanted to explore, say, coffee tables, you’d need to page through dozens of catalogs. Now, you and a designer can scroll through the options together on a big screen.
Similarly, each design center has a full line of fabric samples, so there’s no need to run around the store looking for fabric books. "We've made the process of customizing furniture fast and efficient," says Yaraghi.
The showroom also features a lighting gallery, with all the best sconces, chandeliers and so forth grouped together. What’s more, Circa Lighting, a premier lighting brand, leases a showroom from Safavieh in the same building.
And there's more of what you expect in every Safavieh showroom—art and accessories; pillows and bedding; the latest fashions in rugs, hung for easy browsing; and an outdoor furniture gallery. "It’s really one-stop shopping for the home," says Yaraghi, “all located near the intersection of Route 7 and Route 95 in South Norwalk-SoNo, as it’s known—Fairfield County’s premier destination for design."