As the West Elm Workspace contract collection began growing in popularity, revolutionizing the way office spaces are organized with technological advances, the brand required a physical location accessible to a mid-western clientele.
Borrowing the architectural vernacular and brand-specificity it established at the firm’s Chicago showroom, VMAD created the Minneapolis showroom, replete with West Elm’s signature details: rough-sawn lumber, polished stone, blackened-steel, and textural fabrics.
The finished space illustrates how well West Elm understands the workspace pivot in response to societal change, as well as VMAD’s ability to channel the company’s ethos: bringing residential comfort to the office.
