Augmented reality lab part of the experience at DTC brand’s new Vancouver showroom


VANCOUVER, B.C. — Rove Concepts, a direct-to-consumer furniture company, has opened a multi-level flagship showroom here, featuring more than 4,000 square feet of display space.

The showroom, in the heart of Vancouver’s downtown at 480 Granville St., occupies the former home of Dunn’s Tailors, a custom suit shop.

The building, which has kept many of its original details, offers an open, neutral-colored space designed to highlight Rove’s top-selling pieces across multiple categories, including bedroom, living room, dining room, office, lighting and more.

Rove Concepts is offering customers the opportunity to envision their space using its AR lab.

Included as well is an immersive design lab that uses the latest augmented reality planner so customers can easily create their own spaces with Rove’s furniture. Consumers can use it at no additional cost.

Rove Concepts, which was founded in 2011, operates a by-appointment showroom in the Miami area at the Design Center of Hollywood in Hollywood, Fla., and has a pop-up showroom near Los Angeles in Santa Fe Springs, Calif. The Vancouver site will be open for both walk-in trade and appointments.

As with its other showrooms, shoppers visiting the flagship store will still need to purchase online, although associates — the staff currently runs between five and eight people, depending upon the day — will help create quotes and place orders.

The company handcrafts the majority of its contemporary furniture in its own workshop and focuses on a combination of luxury design and sustainability.

In 2020, it launched Rora, its eco-friendly bedding collection and followed that up with the introduction of Trento, a vegan leather product, in 2021 and this year with its Venice vegan suede.

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