HIGH POINT, N.C. -- Momeni unveiled a sophisticated, expansive new showroom, H-345, in the Hamilton wing of the IHFC building with a launch party and ribbon cutting on Saturday, April 14, the first night of spring High Point Market. The company also premiered the largest selection of one-of-a-kind rugs it has ever presented in High Point.
Exemplifying Momeni's corporate rebranding announced late last month, the showroom's clean-lined contemporary aesthetic, with pale grey walls and floor, gives area rugs center stage and offers plenty of room for dramatic vignettes woven throughout the space.
Both entrances to the expansive Momeni showroom in IHFC's Hamilton wing display the company's distinctive new logo and graphic identity branding.
Designed by Nathalie Gravagna of Dec It Up, the new larger showroom allows Momeni to present more than 100 programmed lines and thousands of one-of-a-kind (OAK) rugs in a fully branded, experiential setting. Walking the showroom, guests at Momeni's grand opening event found dedicated areas for its popular licensing programs with designers Erin Gates and The Novogratz, and for collections in various weaves from hand-knotted to hand-loomed, tufted and machine-made.
While licensed and programmed collections reach all retail channels and consumer segments, Momeni's big push in one-of-a-kinds this market signaled its intention to expand its reach with High Point's growing designer audience. To that point, the company's former main showroom across the hall in the Green wing of IHFC was retained and completely filled with stacks of one-of-a-kinds in classic and contemporary styles.
The spacious new Momeni showroom layers displays of programmed collections with one-of-a-kind vignettes.
The new showroom juxtaposed displays of programmed collections with one-of-a-kinds with vignettes in every decorating theme from tribal to transitional. "One of a kind is an important part of this market for us," said Aria Momeni, who had just returned from an extensive buying trip to rug capitals in Pakistan, Turkey and India.
Although the recent surge in interest in one-of-a-kinds among interior designers is attributed to client demand for unique product, Momeni also believes designers and fine retailers want rugs that are not shoppable elsewhere, especially online.
Momeni features a number of vignettes throughout the showroom to showcase its varied offering. Shown, outdoor rugs and one of a kinds.
"One of a kind is not new. When we opened our first New York showroom, all we had was one of a kind rugs, and they have always been a pillar or foundation for our company," Aria Momeni told RugNews.com. "We transitioned to programmed rugs along with the rest of the rug industry, but we never stopped building our collection of antique rugs and one of a kinds. Still, the selection we're showing at this High Point market includes more one-of-a-kinds than we've probably ever had before," Momeni said.
Momeni's popular -- and growing -- The Novogratz license program commands a dedicated space in the new High Point showroom.
Momeni carves out vignette spaces for designer Erin Gates' license program at its new High Point showroom.