FLOR STORE OPENS ITS DOORS IN GEORGETOWN
Innovative home décor brand brings inspiring design to Cady’s Alley
Chicago, IL, April 19, 2012 –FLOR, Inc., creator of beautiful, responsible modular floorcovering, announced today the opening of its newest retail location in Georgetown. Located at 1037 33rd Street NW. in the historic yet trendy Cady’s Alley neighborhood where some of the most compelling home and fashion stores reside, the FLOR store offers consumers a chance to experience the beauty and flexibility of this premium design system up close and in person. After opening two stores in 2011 in New York (Soho and Brooklyn), FLOR is excited to add another location in the northeast, specifically in Georgetown, where discerning design enthusiasts and a strong and loyal customer base can be found.
“Georgetown is obviously a city with great historical significance, which is also reflected in their architecture and design. In recent years, the integration of modern design into the existing architectural environment has impressed me,” says Greg Colando, president of FLOR. “And as design continues to evolve in Georgetown, FLOR will play its part in providing the smartest, simplest and most responsible design solution to cover your floors.”
With the opening of the 1,500-square-foot Georgetown store in a brick federalist building in the design center that is Cady’s Alley, FLOR marks its tenth national retail store – joining their flagship store in SoHo as well as locations in Brooklyn, Chicago, San Francisco, Santa Monica, West Hollywood, Atlanta, Dallas and Houston - moving them closer toward delivering the FLOR brand experience to design admirers all across the country.
Visitors to the Georgetown store will be able to interact with the full range of inspiring colors, patterns and textures available in FLOR’s innovative system of 50cm (19.7-inch) carpet squares. Customers are invited to experience just how easy it is to redefine any space by mixing and matching FLOR styles to create custom rugs, runners and wall-to-wall designs of any length, size or shape.
THE FLOR EXPERIENCE
FLOR’s Georgetown store is designed to motivate, educate and inspire visitors to explore how the beauty and adaptability of the FLOR premium design collection can enhance their décor. Customers are encouraged to actively participate in the creation of their FLOR rug by using a specially-designed grid on the floor that allows them get a sense of the size and scale of their rug concept. Pages from the FLOR catalog are brought to life on the walls to help visitors visualize how FLOR can fit any décor.
For those desiring more assistance, the store will have a team of experienced FLOR design consultants available – either in-store or in-home through specially-scheduled appointments – to help choose styles, coordinate colors and answer questions on care or assembly. Customers may also take advantage of FLOR’s Professional Installation Services program and have a preferred professional installer visit their home to help assemble their rug, runner or wall-to-wall installation.
"We want visitors to our Georgetown store to immerse themselves in FLOR’s world of design,” says Chip DeGrace, vice president of creative strategy at FLOR. “They will get a chance to interact with the product, view the expansive color palette and create a truly unique and customized design for their home.”
FLOR’s ongoing commitment to sustainability is brought to life throughout the store.
Information can be found on FLOR’s use of renewable and recycled materials in its products and the company’s Return & Recycle Program, through which FLOR takes back old FLOR squares to be recycled into new products. Consumers are encouraged to drop off their old FLOR squares in person.
The design of the Boston store is also in keeping with the responsible design philosophy as it features energy efficient lighting, HVAC and mechanical systems, environmentally conscious wood floors, maximum use of natural lighting through floor-to-ceiling windows and paperless receipts.
Georgetown store hours are Monday – Saturday 10:00 a.m. – 7:00 p.m. and Sunday, 11:00 a.m. to 6:00 p.m. For more information visit www.FLOR.com. For design inspiration, please visit our blog at www.flor.com/blog.
Launched in the spring of 2003 as part of the Interface, Inc. family of companies, FLOR is an innovative design system of coordinating 50 cm (19.7-inch) carpet squares that allows people to mix and match colors, patterns and textures to create custom rug, runner or wall-to-wall designs. FLOR’s unique modular system offers inspiring floorcovering solutions for any space in a way that is beautiful, adaptable and environmentally responsible.
FLOR’s dedication to beautiful design includes a commitment to the environment: Truly great design aims to create more sustainable living solutions that are beautiful for the Earth. Because FLOR cares about the planet and its future, it seriously considers its footprint in the design, manufacture and, ultimately, in the recycling of FLOR tiles to create new products. Learn more at FLOR.com/sustainability. FLOR is part of parent company, Interface’s, Mission Zero initiative – a promise to eliminate any negative impact its family of companies may have on the environment by the year 2020. Learn more at InterfaceGlobal.com/sustainability.