Magnussen goes theatrical in much-bigger space
By Furniture Today Staff -- Furniture Today, April 1, 2003
High Point — Magnussen Home's new showroom here is a dramatic change from before, and not only because of its size.
With 26,200 square feet at its new location in space 1010 of the International Home Furnishings Center's Main wing, Magnussen has doubled its previous space, allowing the company to fully present its expanding case goods line, which added dining room in October.
That's all well and good, but the new showroom, designed by Connie Post, also is offering redesigned product presentations utilizing theatrical techniques that match the company's "Great Performances" market theme, Magnussen said.
Collections are being displayed on a vast midnight-blue set. A dramatic lobby reminiscent of a richly appointed opera house features several 50-inch plasma-screen TVs inside and in nearby hallways to highlight market introductions. The screens also are showing news and sports events throughout market.
The theatrical theme carries through inside the showroom, where featured collections are staged under spotlights on platforms of varying heights with dark velvet backdrops. Theatrical curtains and drapes, rather than walls, frame the vignettes, providing the appearance of a stage setting.
The space also includes high-tech amenities for both customers and company people, such as a fully appointed dealer lounge with phones, plasma TVs, high-speed Internet access and meeting rooms for conducting business. Wireless technology gives Magnussen staff constant access to company systems from the showroom.
Magnussen is hosting an ongoing grand opening celebration from Thursday through Sunday, with live entertainment from 11 a.m. to 6 p.m. each day. Scheduled performers include celebrity impersonators, live music and comedy.
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