NEW YORK, NY— ‘Location’ is the mantra that’s repeated endlessly when business owners are asked about the key their success. Choosing the right site takes thoughtful planning to ensure that it meets the needs of the business while delivering the right message to its clients.
This is particularly the case in the kitchen and bath industry, where creating an “living environment” is essential.
So location was a prime consideration when situating the newest Delia showroom, according to Craig Callahan, who says that the Third Avenue and 58th Street location was chosen because it “offered us the opportunity to show the Viking line of appliances in their best light: Live.” Callahan, manager, marketing and sales support for Delia, Inc., cites the showroom’s natural gas hookup, which allows the appliance distributor to conduct “test drives” for consumers, “where they can come in pre- or post-purchase to learn how to best use their new or soon-to-be-new products.”
The 3,100-sq.-ft. showroom is the third Delia showroom location in Manhattan. It is well situated to attract its core customers of designers, consumers, architects and builders, notes Callahan, sitting right in Designer Row adjacent to the Architectural and Design Building and the D&D Building. Delia also currently operates showrooms in Connecticut, Massachusetts and Long Island – eight in all.
The new showroom also features working ventilation and running water, providing the “complete kitchen experience to consumers and dealers to showcase our entire product line,” Callahan adds.
An outdoor patio is also part of the showroom space, enabling Delia to showcase its outdoor kitchen and outdoor products. “While we are unable to cook live outside due to New York City regulations, we are showing our outdoor product lines in exactly the setting they need to be in – outside,” Callahan remarks.
Hot and Cool
Delia’s opening event continued for three days, with three separate grand opening parties themed hot and cool. “The theme, we felt, was everything that Viking is: hot to cook and cool to have,” notes Callahan. Even the paper the invitation was printed on was heat sensitive to the touch, continuing the theme of the event.
“Hot” hors d’oeuvres and “Cool” drinks were offered throughout the evening, along with chocolate dessert samples and a chocolate fountain.
Mingling among the 500 guests across the three evenings were celebrities such as Ted Allen from “Queer Eye for the Straight Guy,” Giada De Laurentis from the Food Network’s “Everyday Italian,” Dave Lieberman from the Food Network’s “Good Deal” and Chef David Burke from davidburke & donatella.
James Mohn and Patricia Chen of James Mohn Design in New York City created the showroom’s overall look, while Delia staff designers Denise Young, CKD and Gloria Nacci designed the kitchen vignettes featured within the space. Three kitchen displays include a New York-themed kitchen, which contains a full Viking kitchen in under 100 square feet – suited for many of the apartments featured in the city. A wine room is also among the featured displays.
Contained in the vignettes are cooking, refrigeration, ventilation, clean-up and outdoor products from Viking, as well as custom ventilation products from Modern Aire, European-style ventilation products from Sirius Range Hoods and the Aquacenter dishwasher/sink/storage unit from Julien. Dornbracht kitchen faucets and accessories are also highlighted throughout the showroom.
The large, centrally located kitchen displays are live with all products, and will be used for cooking demonstrations, training and special events, Callahan says.
“We are excited that the 92nd Street YMCA, along with Chef Michael Colameco, will be conducting their cooking seminars at our showroom space,” he offers.
Callahan adds that builder appreciation nights, dealer-hosted events, charity events and other gatherings will be part of the showroom’s future offerings.