It was a few years ago when I first started noticing West Elm pieces in Commercial applications. I spied a side table or two in AEW’s Corporate Offices, in the Seaport, designed by ADD, Inc., scattered throughout. To my delight I found pillows and side tables in Hawthorne’s artisnal drinkery in Boston’s Kenmore Square, and thought, perhaps they’re on to something here. Affordable, hip, mid-century design – way to stay on budget, on trend, and allow for the flexibility of change down the road. Love it.
A little over a year ago, West Elm partnered with Etsy to bring local businesses together in their Kenmore Square location, allowing them to have a pop-up shop under their roof. Brilliant. It happened in cities across the country. What forward thinking business strategy. I was introduced to some small business owners I wasn’t likely to have made contact with otherwise, and got to meet Erin Gates of Elements of Style, eat a fantastic bacon glazed donut from Blackbird Bakery in the South End, and leave with two pillows. A win.
On Thursday night I visited Peabody Office Furniture in Boston’s Financial District for the big reveal of their Inscape Office Line Partnership with West Elm. I have been waiting for the unveiling for months when I first learned of the dynamic duo’s plans. I wasn’t disappointed. It’s got that welcome to Don Draper’s Office, care for a Manhattan look about it. It’s sixties cool with its clean lines, dark wood, and retro fabrics, I wanted to move right in and have the Mad Men re-make me. I could just picture it….I enter in jeans and tennis shoes, hair in a pony tail, bags under my eyes….I exit in a red Carolina Herrera gown, Harry Winston choker hanging heavy around my delicate neck, diamonds as big as rock candy threatening to make off with my earlobes, 5 inch Louboutin’s peaking through the swaths of fabric surrounding me like meringue cloud. Naturally either Don himself or some swashbuckling man trails behind me.
Ah, dare to dream. Thanks West Elm for that lovely fantasy, and thanks too for finalizing my decision on a living room chandelier. After all, your first order of business was to help the everyday gal like me have a fabulous home, was it not?