The Design World Is Flat

DESIGN | by CELESTE TELL

IN THE 1990s, Design Within Reach (DWR) tore down the walls of secrecy and exclusivity and started selling high-end modern design classics to the masses, flattening the design world as they went. For the first time, you could buy an Eames Chair — at retail. More than any other single company, DWR has done more to flatten and “open source” the design world.

SOUCRE: DESIGNWITHINREACH.COM

But DWR went even further. To an audience hungry for information, they supplied the back story, sharing what were formerly state secrets about designers, materials and fabrication methods. And in the process, they changed, well, everything.

At the time, the only way to get high-end modern home furnishings was to take a trip to your local design center with an interior designer. Access to information was limited to the “profession” and carefully transmitted to consumers through this closed-loop system of designers, showrooms, catalogs and magazines.

While DWR was opening up the upscale market, Ikea was flattening the world by globally mass-marketing “euro-design”. With their sophisticated manufacturing, and DIY warehouse and assembly, Ikea sold high design at a low price. But Ikea flattened style too, making the global local. With stores in 39 countries, you can get that same Ikea experience whether you live in Sweden, Saudi Arabia or San Francisco.

With DWR staking out the high end, and Ikea the mass market, West Elm took on the middle ground, launching in 2002 with only catalogs and a website. And the list keeps growing. You can shop, research and buy just about anything from anywhere online. From eBay to Etsy, you can access to a wide range of products and information that once required a degree in interior design. Or at least the wherewithal to hire one.