MIDTOWN — A new CB2 store is scheduled to open at the Decoration and Design Building in Midtown this fall, adding a touch of the modern and affordable to the highbrow and elite building that's mostly off-limits to the average shopper.
CB2, Crate & Barrel’s ultra-modern sister store, is slated to open its flagship location at the corner of 58th Street and Third Avenue in late October or early November, adding to the existing 18-floor D&D tower that features 130 high-end showrooms and caters mostly to interior-design professionals.
“We’re introducing something that’s more youthful and young to our street showrooms,” said Ashlee Harrison, director of marketing for the D&D Building, which is one of four design centers owned by Cohen Brothers Realty Corporation.
“[The addition of CB2] speaks to the demand that some of the designers are requesting right now,” Harrison added.
The bulk of what the D&D Building offers is luxury home décor, a collection of products that Harrison calls “the best of the best.”
Companies with showrooms in the building include Ralph Lauren, Sherle Wagner, Fortuny and Donghia, to name a few. Prices are hard to determine because many products are custom-finished and sold only to those in the trade. But fabric alone can cost thousands of dollars per yard.
By comparison, CB2 is downright cheap. The company's web site touts it as "affordable modern." Prices range from about $5 for a glass vase to roughly $1,300 for a sofa.
“You know, it’s going to bring more non-trade people to the building, which might upset a lot of people here,” said Steven Sehm, of Armani Casa, which sells to both retail and trade customers and recently opened a showroom in the building.
But he said CB2 will likely make for a positive addition to the neighborhood.
“It’s a big corporate space, but it’s still cool and groovy,” he added. “And thank God it’s not going to be a Gap. It’s something relatable to our industry.”
The new store may also bring increased attention to the entire building, which, despite an overall air of exclusivity, has opened itself up to the public in some ways.
Two staff design professionals are available for those who do not have an interior designer. Plus some showrooms, like Armani Casa, are set up to sell items retail.
The D&D Building also hosts events, like seminars and lectures, which are open to the design-curious in general. Harrison said the upcoming calendar will be available soon.
On the ground floor of the building, a gallery space is also open to the public. The current exhibition is MonoVisioN, a collection of 70 pieces of architectural photography by Scott Frances that was recently extended until Aug. 19.
Harrison said the gallery will feature another exhibition in the fall, although the details are still being finalized.
CB2 has signed a 15-year lease with the D&D Building, so whatever impact it has will be long-lasting.
But Sehm, for one, said he's looking forward to the store's arrival.
“They’re all part of this industry,” he said. “There’s room for everybody.”
