West Elm to open first pop-up store in D.C. neighborhood

Clint Engel -- Furniture Today, July 12, 2011

WASHINGTON — West Elm, one of William's-Sonoma's store brands, will open its first pop-up store here in the Georgetown neighborhood Thursday, offering a mix of furniture and other home furnishings.

The small showroom at 3333 M Street N.W. will celebrate with a live art installation, then follow on Saturday by giving away frozen pops, many of which will feature prizes and discounts etched into the sticks, including a $1,000 West Elm gift card.

The store is temporary, with a short-term lease. A West Elm spokeswoman said the retailer expects to be in the space at least six months, but doesn't have a closing date yet.

In a release, the retailer said the store will feature a mix of goods selected for Georgetown, "with the small living spaces of nearby colleges and universities in mind." It will open with West Elm's fall 2011 collection, which it said is heavily inspired by global design and culture, and includes handmade and limited-edition pieces.

"A number of new office desks, chairs and bookshelves are perfectly designed for the home office or dorm room," the retailer added.

At 3,300 square feet, the store is significantly smaller than a typical West Elm, which averages about 10,000 square feet. Products not available in the store are available via direct shipping. The retailer's nearest store is an 11,000-square-foot unit in Tysons Corner, Va.

West Elm is partnering with New York artist Aakash Nihalani to create a tape installation in the store on opening day.

"Our goal at West Elm is to create an experience of ongoing discovery and fun for our customers," said Vanessa Holden, West Elm creative director. "Aakash's work delivers on that goal. It takes people out of their reality for a brief moment of color and fun."