AS FANS OF IKEA HOME FURNISHINGS stores know, the store highlights its products in creative vignettes cram-packed with design and style ideas. The New Jersey–Pennsylvania division of Beazer Homes USA has adopted a similar approach at its new design studio in Ewing, N.J., which opened in June.
The idea behind the center was to give customers the same kind of choice and experience they're used to having in the aftermarket arena.
“You can go to Lowe's or Home Depot and spend days there,” says Lisa Poggi, division vice president of marketing.
But far from the look and feel of warehouse shopping, the 3,751-square-foot Beazer design studio imparts the elegance of an up-scale shopping experience, with display windows patterned after the Cartier storefront in New York. Visitors are greeted by a receptionist and a personalized greeting on a state-of-the-art flat screen panel, says studio manager Liz Chiorello.
A media room offers guests a comfortable place to relax but also showcases Beazer's wiring, home theater, lighting, and fireplace packages. A 42-inch plasma-screen TV plays Beazer's episode from Extreme Makeover: Home Edition or children's videos for buyers who bring their children with them to the center.
The showroom also features three kitchen vignettes and two bath vignettes. Every detail in the design studio is available in Beazer's homes.
“We do have [product] samples there,” Chiorello says of the studio, “but within each vignette, we show people how it works. People walk in and say, ‘I love this kitchen.'
“It's a very warm feeling, and that's what we were looking for,” adds Chiorello. “It makes it easy for buyers [to make selections].”
Learn more about markets featured in this article: Trenton, NJ.