Pella Corporation has become the first window brand to open a showroom in LuxeHome at Chicago’s Merchandise Mart, the world’s largest collection of boutiques for home building and renovation.
The 7,000-square-foot permanent showroom is dedicated to Pella Crafted Luxury, the convergence of Pella Corporation and the company’s recently acquired Grabill Windows & Doors Inc.
“Our expanding capabilities, craftsmanship, and brand are now on display for designers and architects to engage within a stunning, inspirational setting,” said Annette Bravard, Pella’s senior vice president of sales and marketing.
The company says the showroom is a destination for architects, designers, builders, and homeowners to imagine windows and doors in a residence. Designed by the highly regarded Chicago-based residential architects Stuart Cohen and Julie Hacker, the Pella Crafted Luxury showroom is equal parts art gallery and retail space, the company explains. It was “created to inspire and inform and provide a personalized shopping experience for the most discerning homeowners, architects, designers and home builders.”
“We were inspired by the idea of a gallery for displaying art — which in this case consists of windows and doors,” Hacker says. “The idea of windows providing views, both real and conceptual, into other places, served to drive the visual experience.”
The showroom features five vignettes that allow guests to interact with the products, making it easy for them to imagine the windows and doors in their own home. Each vignette spotlights historical, modern, traditional, urban high-rise, and contemporary design.
A team of in-house architects, engineers, designers, product specialists and on-call installation experts are available to guide guests through the space and support their projects every step of the way.