The Los Angeles Lure
Todd Hase expands his enterprise with an independent showroom on the West Coast.
Edie Cohen -- Interior Design, 3/1/2001 12:00:00 AM
FURNITURE DESIGNER TODD HASE already had two New York showrooms, but he was looking to expand the operation to Los Angeles. To that end, he explored the Pacific Design Center as a logical option. The new owner suggested that he lease 2,200 sq. ft. in the middle of the third floor, a central location that was being completely redeveloped.
"We wanted to increase our national exposure and corporate identity across the country," Hase comments on the L.A. move. "As we grew, it was important to have our own showroom in addition to our six other reps."
Drawing on the tried-and-true palette of his New York spaces, Hase created an envelope of white-painted drywall and seamless Ardex flooring. He divided the space into thirds. Each segment of roughly 625 sq. ft. approximates the scale of a living room, enabling him to create vignettes to be partially or fully duplicated by his designer clientele. Within the "triptych configuration" he installed the company's newly launched fabric collection at the rear as well as an angled office up front.
The space easily accommodates about two-thirds of the line at any given time, and Hase plans to change things around every two months. Pieces may be added or regrouped, with varying fabrics. Throughout, the occasional antique complements Hase's luxurious seating and tables as yet another merchandising ploy. "It's how people use furniture in their homes," he says of the mix between his clean-lined pieces and the French and Asian items he selects with wife/partner Amy.
Los Angeles made sense for the business plan, but the city held a personal attraction for the Hase family as well. "We love L.A., and we love going there," says Hase. So much so that he's purchased a house there as an additional seasonal residence. By all reports, since the showroom's Thanksgiving opening, L.A. loves Hase too.