Celebrated Swedish rug and textile floorcovering manufacturer, Kasthall, known for its 135-year legacy and global reach, has taken a significant step in solidifying its U.S. presence with the opening of a flagship showroom and retail space in SoHo, New York. This move underlines Kasthall’s commitment to building stronger connections with customers and understanding their needs in the North American market.
A Global Legacy Inspires the New York Locale
The new flagship in SoHo follows the brand’s successes with flagship locations in other global cities such as Stockholm, Gothenburg, and Malmö in Sweden, as well as Milan and Tokyo. David McNamara, Kasthall Sales Director for North America, expresses the brand’s focus on enhancing connections with customers, drawing inspiration from its renowned flagships worldwide.
Feather Collection Expansion: A Burst of Color and Design
In conjunction with the flagship launch, Kasthall introduces five vibrant additions to its Feather Collection. These hand-tufted rugs, designed by Ellinor Eliasson, now feature a palette inspired by nature and the diversity of birds worldwide. The new colors, including Blue Jay, Hoopoe, Nuthatch, Sparrow, and Parakeet, breathe sophistication and playfulness into the collection. Lena Jiseborn, Kasthall’s Head of Design, describes these tones as an invitation to embrace bolder colors, allowing for personalized spaces that reflect unique styles.
Interactive Shopping Experience at the Flagship
The New York flagship provides an immersive experience for customers. Lush rugs are displayed for viewing, and orders can be placed based on color and pattern samples. Therefore, making the shopping experience interactive and straightforward. The showroom aims to stimulate interest from the architecture and design community as well as the general public.
Showcasing Popular Collections: Quilt and Tegel
Beyond the Feather Collection, the flagship highlights other popular Kasthall products. Including the Quilt rugs designed by Ellinor Eliasson, integrating distinct fabrics and intricate intersections of colors, shapes, and textures. Additionally, the Tegel collection, designed by British architect David Chipperfield. With an earthy palette reminiscent of weathered brick facades, is showcased in the New York space.
A Hub for Interaction and Possibilities
The New York flagship is envisioned as a hub for interaction with Kasthall’s longstanding residential and contract clientele. McNamara emphasizes that the space will showcase the full spectrum of possibilities when collaborating with Kasthall, positioning the brand as a dynamic force in the U.S. market.
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