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36 | Kitchen & Bath Design News | June 2015 By Janice Costa Showroom Savvy L ike baking the perfect choco- late chip cookie or making the perfect martini, there's no one-size-fts-all recipe for creating a show-stopping showroom. The "right" size, product mix, layout, displays and philosophy can vary widely depend- ing upon the clientele, space available and unique talents of the dealer or designer running the business. However, one commonality seems clear – great showrooms inspire de- sire among those who visit, calling to mind visions of comfort, luxury, warmth, ease and happiness, and these emotions are a key factor in crystallizing the dreams that lead to sales. That's according to dealers and designers recently interviewed by Kitchen & Bath Design News, who shared their tips for how to create a truly spectacular showroom. DISPLAYS THAT WORK Diferent types of displays serve dif- ferent purposes, and each can play an important role in a showroom's success, says Kirk Heiner, CMO of the Raleigh, NC-based KB Express. He cites several types of displays that can help a dealer or designer in the "Pathway to Purchase." He explains, "A vignette's purpose is for visual appeal and to display your design capability. Interactive displays can be fun and engaging. Some can allow you to show a lot more products and style options without overwhelm- ing the customer." Next, he points to demonstrable displays, which "show comparisons to create clarity and to establish value. They can help you infuence the buying behavior and give you an opportunity to express your industry knowledge." He continues, "Working displays can combine all the types of displays in one. They can be working vignettes, interactive and demonstrable. How- ever, they are limiting and, once they are working displays, they are much more costly to change out, so choose your products carefully here." Ultimately, though, he believes all vignettes should have three compo- nents: they should have the "wow" factor, which inspires desire; they should show what sells, and they should show what's diferent, "that you know will sell if shown right, and that your competition isn't selling." Integrating a variety of display types is also part of the strategy at the Ferguson showrooms, according to National Showroom Manager Kate Bailey. She explains, "We display by vignette to provide inspiration, in ad- dition to comparative displays by type to allow for ease of selection." Whether with unique, eye-catching displays or hot technology, a multi-sensory experience or just the right mix of products and expertise, dealers can inspire desire and maximize their showroom's impact. Jennifer Gilmer, CKD, owner of Jennifer Gilmer Kitchen & Bath, Ltd., believes that a showroom needs to showcase unique pieces that consumers won't see elsewhere, along with designs that have true 'wow' power. However, she alternates the more unusual displays, such as the one above with the quartersawn high-gloss walnut high loft in the shape of a piano, with more typical ones so that consumers don't get scared of. She also believes the showroom must illustrate new techology: diferent ways of handling appliance garages, doors and drawers, horizontal wall cabinets, interiors that light up, etc. Photos: Bob Narod, Photographer, LLC, bob@narodphoto.com