DESIGN | Showroom style
Showroom of the month
Silver Birch Interiors, Hamilton
This Scottish retailer is not afraid of bold designs. In its new showroom, it hopes to inspire customers with its conceptual displays
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ilver Birch Interiors is fearless with its designs. The styles on display range from industrial, to a dark blue kitchen with a nod to the medieval, to a bright traditional design and a modern twist on a galley apartment kitchen. Managing director Alan MacGregor was keen to give customers a range of styles and designs to choose from. He said: “We were trying to innovate and think slightly differently from other kitchen showrooms. We haven’t stuck to safe colours and have added some more conceptual ideas, where we are trying to inspire clients – to elevate or spec up other areas of the room with other elements in the kitchen, rather than focusing the furniture itself.” Silver Birch has been in business for five years and the team used the knowledge they have gleaned to fine-tune the experience for its customers. MacGregor took inspiration from a variety of sources, including Nolte’s Hausmesse launch and trade shows like kbb Birmingham and Eurocucina in Milan. The showroom is a way to present a complete kitchen in a range of styles. Each display featrues unique elements that showcase different design techniques to help customers visualise every aspect of the kitchen. MacGregor says that because the four displays are so bold and original, there is no central focus to the showroom. “Everyone’s pulled in a different direction, which is brilliant for us being able to capture individuals in different ways!” says MacGregor.
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“In all our own collective experiences of working in showrooms, there always seems to be that one display that sets the tone or style and stands out from the rest. That’s not the case here. The creativity in each display speaks for itself and inspires clients in different ways.”
The variety and the mix of designs and styles engages and excites customers throughout the showroom. At the same time, they incorporate different elements, like varying cabinet styles or heights in a range of colour options, all at a spread of prices within the same display – so the customer can see a breadth of product types in one area.
Even though all the displays are Nolte,
there is a range of different appliances and accessories, including, but not limited to, Neff, Siemens, Dekton, 1810 and Blanco, as well as top pieces from designers like Tom Dixon. All of the appliances are fully live, so cooking demonstrations and events are on the horizon for Silver Birch. There are unique sections that tend to catch the customer’s eye. The booth seating and mirrored ceiling in the galley kitchen create a relaxing mood. This dark area is a space that people are naturally drawn to and, once there, are surprised by its secret utility room. The new showroom is built to attract a
different clientele. Its previous showroom only had a catchment area of about 20 miles, which included Glasgow. But on its new site, MacGregor aims to attract more affluent customers from further afield.
kbbr kbbreview · December 2019
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