De le Cuona New Showroom at 200 Lex.

‘My brief to Cameron was to reinvent the traditional showroom experience so that it becomes a truly engaging space for the next generation of designers and their clients. I think he has really pulled it off, and I’m excited to reveal it when we open the doors to the new space in May.’

Bernie de Le Cuona

The idea is to have a really intimate feel when you go into a store; the emotional experience you get from going into someone’s home. Heller explains, ‘we want designers to see the fabrics in the same way they would in the project they are working on. Bernie shared that perspective. We were able to find a balance between a residential feel and a space that is easy to navigate. Her passion for fabric and telling the story behind each collection and steered the direction of this showroom.’

Architecturally, the open space naturally divides into three zones. The entry showcases the fabrics in a variety of ways, from upholstered seating to a fabric ceiling. From here you walk through a timber framed opening to the workroom bathed in natural light and a generous play table where designers can put schemes together with de Le Cuona’s large 1 yard/metre square fabric samples. The accessory store is the final space with a beautiful display of cushions, throws and accessories as well as a floating ottoman where you can take in the view.

How different fabrics are best experienced was a major consideration. Whilst being inspired by lifestyle displays, designers can browse the full de Le Cuona range using the fabric colour wall and full-length fabric wings, or they can create and view schemes in different lights with the fabric headers. In the bespoke area, drawers filled will samples of embroidery or custom stitching, give an insight into to what this service offers.

The overall ambience is calming and moody with rustic touches tied into the South African and Belgian roots of the brand. Everything in the space highlights the natural beauty and craftsmanship of the fabric. Materials are chosen to have the integrity of the handmade from the tactile plaster walls to rough-hewn wood. The muted palette keeps the space timeless as collections change.

‘Our uptown showroom has been an important part of our story for the last 15 years, but the time is right for us to make the bold move to 200 Lex. I really believe the future for us is at The New York Design Center and that it has become THE Destination for interior designers across New York and the Tri-State area.’ 

-Bernie de Le Cuona, CEO and founder

‘The energy and industry buzz surrounding 200 Lex played a significant role in our decision to open our flagship showroom at The New York Design Center. It’s designed to showcase the de Le Cuona lifestyle and to reflect our commitment to quality and craftmanship. We look forward to introducing designers to a new way of experiencing our products and finding inspiration for all their projects.’

-Susie Paplow, US Operations Director

‘From an interior designer’s perspective, I love that we have 200 Lex as a resource in New York, and it’s incredible to see the brands that have opened showrooms there in the past few years. From contemporary lighting to vintage rugs, it has some of my favourite showrooms. I think it’s interesting that so many West Coast and Europeans brands have found a home there. It has become not just a destination for New York, but really for the East Coast.’

-Cameron Heller, interior designer