Furniture maker opens ‘flagship’ New York location


A look inside part of Herman Miller's "flagship" location on Park Avenue S in New York. Courtesy Herman Miller

A furniture maker in the region has opened a new "flagship" location in New York, which consolidates its presence in the city into one location and brings many of its brands under one roof.

Zeeland-based Herman Miller said yesterday that its New York flagship location is at 251 Park Ave. S in Gramercy.

Herman Miller occupies nearly 60,000 square feet of the 120,000-square-foot building.

The flagship features textiles and coverings from Maharam, furnishings from Geiger, modern design from Design Within Reach and a full range of furnishings and tools from Herman Miller.

Later this year, the company will also open its first permanent Herman Miller retail location in North America in the building’s ground floor.

Prior to moving into the location, Herman Miller had a contract showroom in midtown, while Geiger had its own showroom, also in midtown. Additionally, Herman Miller had a creative studio in Soho, where the brand design and some of the communications team worked.

All of those locations have been vacated, and the teams all reside in the new flagship location.

The Herman Miller and Geiger showrooms, which are located on floors two through five, are open to customers and the architecture and design industries by appointment.

Visitors to floors two through four will experience Living Office, Herman Miller's "human-centered approach" to work and workplace.

Designed utilizing Living Office's "place-making framework," the showrooms serve as working offices to house Herman Miller’s full corporate New York operations, including regional sales leadership, global marketing, brand design and media and communications.

The flagship location is a reflection of Herman Miller's strategic shift to an “industry-plus-consumer brand.”

"The opening of the flagship marks a purposeful shift in our efforts to connect with consumers in a new and impactful way,” said Brian Walker, CEO, Herman Miller. “Having a branded retail store in a major U.S. market will further cement Herman Miller as a premium lifestyle brand — and reinforce the totality of our efforts as a corporation.”

Herman Miller said the flagship's retail portion will position the company to grow revenues across all channels by capturing new market share, driving e-commerce, boosting third-party retail sales and elevating brand awareness.

Through the consolidated presence of the company's brands, it will also offer a revamped platform to serve the existing New York tri-state customer base in new ways.

"The New York flagship represents the first time in our history that the variety and versatility of our total offering has come together in a single location, giving our customers a truly holistic experience," said Ben Watson, executive creative director, Herman Miller.

The company expects the New York flagship will be a dynamic global destination for the architecture and design industries, clients, dealers and consumers of modern design.

The location also has historical ties to Herman Miller.

The building was designed by Neville & Bagge in 1909 and served as the home of George Nelson & Associates from 1962 to 1973 — during the final decade of Nelson's tenure as design director for Herman Miller.

It has also housed the corporate offices of Herman Miller’s Maharam brand since 1992.

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