Hem opens LA showroom with "supersized confetti" installation
Swedish furniture brand Hem has opened its first permanent US showroom in Los Angeles, featuring a courtyard decorated with colourful graphics that resemble confetti.
Inside, it features white-painted walls, wooden flooring and exposed wooden ceilings. This creates a setting for Hem's range of furniture, accessories and lighting – all made in collaboration with designers.
Details like blue-painted circles on the walls nod to the exterior installation.
Among the pieces on show are the splattered metal stools by Max Lamb, the Kumo Modular Sofa by Anderssen & Voll – which won Furniture Design of the Year at the 2018 Dezeen Awards – and Luca Nichetto's modular Alphabet pendant lamp.
Founded in Stockholm in 2014, Hem usually opens temporary retail spaces in cities around the world to bolster its online operations.
It has recently set sights on the US with pop-ups in New York and Los Angeles, before founder Petrus Palmer expressed ambitions to make a permanent West Coast destination.
"We've had our sights set on opening a physical retail space in Los Angeles for some time, as we knew from our online sales that LA was a key market for us, so it was just a matter of finding the right venue," said Palmer at the time.
Other Scandinavian brands expanding into the US market including Danish companies Reform, which also partnered with company Madera to open up showroom for its hacked IKEA kitchens in New York, and Hay, which recently opened its first US store in Portland and an e-commerce platform dedicated to the region.
Photography is by Lauren Moore, unless stated otherwise. Featured image is by David Salpeter.
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