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High Point, Show Recap

Surya Amps Up Market Shopping Experience with Inspirational New Showroom Design – and Product

Surya’s completely redesigned Showplace showroom elevates visual merchandising to enhance the designer’s shopping experience and inspire with coordinated vignettes featuring decorative accessories, furniture and area rugs.

Carol Tisch
4/29/2022
surya showroom vignettes featuring rugs, furniture and accents
Inspirational vignettes create maximum impact at Surya’s redesigned High Point showroom. Shown, coordinated settings highlighting rugs, lighting, accents and the company’s debut upholstery line.

HIGH POINT, N.C. – Surya unveiled a complete redesign of its expansive Showplace showroom at the spring 2022 edition of High Point Market, wowing shoppers with magazine-worthy inspirational product displays and room vignettes throughout the space.

“We wanted to take our showroom to the next level in keeping with the direction we have been taking in our product design in the past few years,” explains Satya Tiwari, Surya president. “We hired visual merchandising consultants to reimagine the showroom and make it a source of inspiration for interior designers and high-end, design-focused retailers.”


Guests entering Surya’s revamped showroom are greeted with an expansive view from front lobby through to the
remodeled lounge and bar area for special events, parties and meetings.


To that end, the showroom features area rugs dramatically displayed individually on walls as statement art or grouped on longer walls by categories that are trending with designers. One such category, Moroccan looks, displayed complementary neutral toned rugs in an assortment of designs and weaves, from various collections, including Tripoli, Cadiz, Khyber, Padma, and more – all-hand-knotted.


Surya makes a statement with an impressive array of Moroccan-themed hand-knotted wool rugs from a range of
collections for coordination throughout a room or an entire home.


The living room vignettes customers have come to expect in the central hub bays of Surya’s showroom still feature coordinated settings incorporating the company’s furniture, rugs, and accessories. But this market the focus was on a debut collection of fashion-forward upholstered furniture. Indeed, the contemporary seating pieces, aspirational in shades of cream, white, brown and inky blue, were strategically placed at key destination displays which guests encountered at nearly every turn.


Surya's new showroom featured cross-coordinated room settings incorporating the company’s furniture, rugs and
accessories.


Gone were walls and interior spaces filled with racks featuring every category and construction of area rug the company produces. Racks this time displayed hand-made collections – and the emphasis was on craftsmanship. “We’re taking a less is more approach,” Tiwari said. “We show machine-made rugs in New York, so we don’t need to bring those collections to High Point, where we are primarily targeting designers and retailers with design studios.”


Surya’s hand-knotted Hamadan collection is showcased with lighting, new upholstered seating and accent furniture.

Guests entering the Surya showroom immediately see to their right a revamped, Restoration-like resource library brimming with corner samples. Ahead is the heart of the space with two fully accessorized “living rooms.” Beyond is the company’s popular cafe area – now decked out with a museum wall and large screen video presentation of the design and weaving processes.


The reference library showcases Surya’s area rugs in corner samples for presentation to clients.


The Surya café area now features a video presentation screen.


Above and below: The museum wall depicts varying stages of the yarn dyeing, spinning and rug weaving processes,
and includes a sign detailing Surya’s company ethos from design leadership to community empowerment.



A dramatic new lighting presentation rivals that in any of High Point Market’s dedicated lighting showrooms. More space is now devoted to one-of-a-kind rugs both new and vintage to accommodate the company’s growing assortment for designers looking for unique, in-stock pieces. And walls of pillows and poufs extend nearly the entire length of the showroom.


Surya expands its lighting presentation at its revamped High Point showroom.


Surya's growing assortment of pillows and poufs are presented in easy to shop displays.
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