200 Lex’s All New Digital Destination

The New York Design Center’s new website has been designed to engage visitors—both designers and consumers. Editorial content is updated daily featuring product launches, industry news, antiques and more. “We consider nydc.com to be an extension of our comprehensive marketing efforts serving a venue bringing together information, inspiration and access to our 100 showrooms and over 50 antique dealers,” states Alix Lerman, Chief Marketing Officer of The New York Design Center.

Recognizing the urgency caused by having to work remotely, the New York Design Center fast tracked the launch in order to maintain its ongoing commitment to serve a unified industry. A new strategy was established with the digital agency Beaux Arts, with the goal of creating a simple and functional site that serves and supports the design community.

Specifically, a new section on NYDC.com was developed to give each 200 Lex showroom a central place to list information including new introductions, product catalogs, background and direct contact information—which is especially important at this time. “When the stay at home order came into effect we realized it was imperative we pivot to re-imagine the website and support the showrooms during this period of remote working. We added 100 new pages to achieve this goal, and plan to roll out additional features as we continue to respond to the evolving situation,” states Susannah Charbin, Founder of The Beaux Arts.

The site has also been updated to industry standards, mobile friendly and ADA compliant. “We recognize, now more than ever, the crucial need to keep connected within the design industry by bringing The New York Design Center’s roster of showrooms to a central digital environment. It was imperative that we invest in our website in order to ensure NYDC.com offers the tools to accomplish these very important digital goals,” states Jim Druckman, President/CEO of The New York Design Center.

Looking ahead, linking 200 Lex’s physical and virtual marketplaces will become even more important. Events will exist in both mediums, with the digital component enhancing in-person gatherings. New introductions, which have always been a priority for the building, will now be supported online with an expanded opportunity for showrooms to share the narrative behind the products. Most exciting, the new site allows The New York Design Center to continue to expand its digital footprint in an innovative and forward-thinking manner.