The expansive showroom, situated right opposite the building's main escalators, affords the company more space than its former fifth floor showroom did. And for the first time allows for inspirational vignettes incorporating all of Safavieh's home furnishings product categories.
"We are very excited about our third floor showroom at AmericasMart, where we are able to show more of Safavieh's lifestyle pieces as opposed to the space we had upstairs, where we were only able to show rugs," explained company principal Arash Yaraghi. "Here we can display our furniture, lighting, outdoor furniture, decorative pillows, throws and accent pieces, which buyers typically see at our showrooms in High Point and Las Vegas, but never before in Atlanta.
An elaborate display sets the stage at Safavieh's new AmericasMart showroom for the launch of the company's distinctive new Marrakesh Casa collection of multi-textured area rugs.
"We have already met with retailers who are interested in seeing our range of lifestyle products and who want to feature the total Safavieh brand story in their stores," Yaraghi told RugNews.com. A tour of the showroom during the July market, revealed inspirational vignettes incorporating the company's home furnishings products and rugs in a number of lifestyle looks from farmhouse to coastal, global Boho and contemporary.
TOP SUMMER LOOKS
But the main takeaway from summer market was an emphasis on texture. Several displays featured a comprehensive new Marrakesh Casa area rug collection, with thick, oversized fringes and multi-level surfaces. And while many of the designs were flatweaves, including a selection incorporating metallic yarns that was a big hit with buyers, Safavieh devoted a lot of real estate to Tulu-inspired Moroccan designs combining flatweave grounds with shag effects.
A detail photo illustrates the multi-level textures woven throughout the Marrakesh Casa collection on view at Safavieh's new AmericasMart showroom.
According to Safavieh's Cyrus Yaraghi, who developed Marrakesh Casa with weavers in Tibet, Morocco and India, the overall theme is one of luxe craftsmanship. "These are the looks found in Marrakesh bazaars, and the plush Berber textures that designers love to source from Morocco's Atlas Mountains," he explained.
Here are some of the top textures on display, which retailers will also get to see at the upcoming Las Vegas Market at Safavieh's main floor space in Building A at the World Market Center:
Tulu-inspired looks in the Marrakesh Casa collection by Safavieh combine flatweave and long haired shag textures in neutral tones and geometric patterns.
Safavieh mixes a geometric flatweave with a plush shaggy overscaled floral motif in this new area rug, and accents the vignette with geo-patterned and shag pillows.
Fringe and texture weave their way throughout Safavieh's new AmericasMart showroom, here with a geometric flatweave inflected with gold metallic yarns.
Safavieh focuses on farmhouse, country and coastal looks with jute rugs in neutral and fashion colors, plus lots of texture.
A contemporary abstract design in a high-low texture and fashion-right silvery gray colorway, caught buyers' attention at the new Safavieh Atlanta showroom.
Safavieh introduces texture in this kids' rug with polka dot ground and bunny silhouette in pastel color combinations.
The new Safavieh showroom on AmericasMart's third floor in Building 1, offers ample space to present the company's growing range of furniture, rugs and home accents.