A revolutionary shift is taking place in the design world as leading brands abandon conventional showrooms in favor of immersive experiences that blend retail, hospitality, and cultural programming. These innovative spaces, inspired by sociological concepts of "third spaces" like cafes and libraries, invite customers to live with products rather than simply view them. From artist-designed cabins to luxury yacht brand galleries, these venues are redefining how consumers engage with design.
The concept represents a dramatic departure from traditional retail environments. While conventional showrooms allow customers to briefly test a chair or examine a product's specifications, these new spaces encourage visitors to experience furnishings during dinner parties, sleep in beds while surrounded by artwork, or relax on sofas during extended conversations. The approach directly counters digital culture's emphasis on endless scrolling, instead asking people to slow down and develop deeper physical connections with brands.
Daniel Arsham, the internationally acclaimed artist whose work has been featured at the Centre Pompidou in Paris and MoMA PS1 in New York City, has created one of the most striking examples with his guest cabin at the Kohler resort in Wisconsin. The two-bedroom retreat overlooking Lake Michigan serves as a living showcase for his artistic universe, including pieces from his Landshapes collection developed in collaboration with Kohler. "This was an opportunity to create something that was all-encompassing," Arsham explains, describing how he approached the project as a space he would personally want to inhabit.
The cabin features distinctive Arsham elements throughout, including bathroom tiles made from recycled materials and amorphous glass sconces that appear to billow like fabric. The property's art-filled living areas and Zen garden dotted with large-scale bronze sculptures reflect the artist's philosophy of integrating art into daily life. The cabin's location adjacent to the resort's famous golf course also influenced Arsham's creative vision. "I've always thought of golf courses as these kinds of massive earth artworks. Somebody sculpting the landscape," he notes, explaining how the setting reinforces his narrative about art as part of everyday experience.
In Venice, luxury yacht manufacturer Sanlorenzo has established Casa Sanlorenzo, transforming a 1940s Venetian mansion into a cultural venue that extends the brand's longtime engagement with the art world. The company had previously showcased works by renowned artists like Lucio Fontana and Alberto Burri aboard its vessels, but sought a permanent land-based location for its cultural programming. Architect and designer Piero Lissoni reimagined the building, strategically positioned between the Peggy Guggenheim Collection and Punta della Dogana.
"The idea was born to create a dedicated venue where Sanlorenzo can talk about art, design, architecture, or literature in a completely autonomous way," explains Milan-based Lissoni. The building's relative modernity and open floor plan made it ideal for his vision of creating a space that honors art with appropriate purity. Rather than imposing a completely new architectural identity, Lissoni preserved historical elements including brick facades and original flooring while introducing contemporary touches such as a transparent glass staircase. The result creates an environment that feels simultaneously historic and modern, embodying Sanlorenzo's belief that industry is culture.
Lissoni emphasizes the importance of physical encounters with art, stating, "You can't truly experience a painting virtually." He believes that in today's business environment, "all companies need to tell their stories in new ways. They need to communicate both the most complex and the most noble aspects of what they do."
The Future Perfect gallery has taken a different approach with Goldwyn House in Los Angeles, where Old Hollywood glamour meets contemporary design. Built in 1916 by architect Arthur S. Heineman and once home to legendary film producer Samuel Goldwyn, the mansion now functions as both a residential concept space for the gallery and the primary home of founder David Alhadeff and his family. The unique arrangement allows visitors to experience contemporary art and design pieces within an authentic living environment.
Alhadeff emphasizes the importance of preserving the mansion's architectural character, explaining, "The moldings, the proportions, the quiet grandeur—it was too special to erase. Rather than impose a new vision, we chose to listen to the house and build upon what was already there." This philosophy creates a dialogue between past and present throughout the sunlit rooms and spacious backyard, where sculptures and site-specific commissions extend the curatorial voice outdoors. Works by artists including Casey McCafferty, John Hogan, and Seungjin Yang create conversations with the original design in ways that can feel pleasantly subversive.
The dual nature of the space adds another dimension to the visitor experience. When the gallery closes each evening, the house returns to being a family home. "Seeing a piece in a lived-in space makes it tangible," Alhadeff observes. "It becomes part of a story, not just an object. The Goldwyn House isn't just a place to see work. It's a place to feel something."
Design Within Reach has embraced the vacation rental model with Wave House in Palm Desert, California, collaborating with travel company Boutique to offer design enthusiasts a curated getaway experience. The property, designed by Walter S. White in 1955, ripples against the Southern California desert landscape and was acquired in 2018 by Los Angeles-based Stayner Architects after years of neglect. Originally created as a creative refuge for artist Miles C. Bates, the house was designed to match the rhythm of the artist's life as both creative sanctuary and social hub.
Omar Nobil, DWR's creative director, explains that they wanted to offer "a quiet, thoughtfully curated, and inspiring destination that could spark imagination as well as provide a stunning setting for gathering." The company collaborated with fashion designer Paul Smith to outfit the interior with textiles featuring warm hues and tailored patterns ideal for desert light. "The organic color palette of the region naturally complements the warm hues and refined patterns of Sir Paul Smith's textiles," Nobil notes. "That was actually why we looked to activate it in Palm Desert."
Guests are encouraged to fully inhabit the space, brewing morning coffee in Hay French presses, spending poolside afternoons on Oliver James floats, and enjoying alfresco dinners amid DWR's Terassi outdoor teak furniture—all of which is available for purchase. Debbie Propst, president of global retail at MillerKnoll, explains that "the rental home simply provides an opportunity to step into our world versus looking at it on a page." Nobil adds that this approach embodies "the ethos of DWR: modern design for a life well lived."
Tom Dixon has created perhaps the most comprehensive third-space concept with The Manzoni in Milan, which combines restaurant, showroom, and European headquarters for his London-based design company. Located steps from the famous La Scala opera house and opened in 2019, the venue represents Dixon's vision of a place where every chair, glass, and candleholder can be purchased by visitors. The concept emerged after years of participating in the annual Salone del Mobile design fair, as the company sought a more permanent and cost-effective alternative to traditional trade show marketing.
"Showroom shops tend to be quite dusty, cold, and slow-moving in terms of retail interaction, but the Manzoni is alive," Dixon explains. Rather than spending marketing budgets on five days in Milan, the company asked what kind of space would represent a worthy long-term investment. The answer was this ultra-flexible hybrid environment that merges dining and design to offer more meaningful product interaction than traditional furniture retail's static pace.
Dixon notes his particular interest in restaurant environments, observing that "in Italy, the best decisions happen at lunchtime." He contrasts the dynamic nature of restaurants with traditional showrooms, where it could be decades before a customer returns for a second visit. "Restaurants are dynamic, living organisms," he explains, describing spaces that constantly hum with activity. "People come back over and over. That vibrancy makes them more relevant to how we want people to experience our products."
These innovative retail concepts reflect a broader transformation in how design brands connect with consumers in an increasingly digital world. By creating spaces that function as cultural venues, temporary residences, and social hubs, these companies are demonstrating that effective brand engagement requires more than product display—it demands the creation of entire experiential worlds that invite customers to imagine new ways of living.
