Project Nursery was kindly invited to a private sneak peek at the new Serena & Lily Design Shop in San Francisco, the home city of this amazing brand. While their doors haven’t officially opened, we couldn’t wait one more minute to share our enthusiasm about what we saw, so here we go readers—you are getting a sneak peek too! Get ready to ooh and ahh as we walk you in the front door.
The store is located in San Francisco’s prestigious Sacramento Street district, and the exterior was restored and designed with a European flair.
As you enter the store, you are greeted with a lifestyle and seasonal display that had us immediately planning our own design updates in time for summer entertaining. The shop has a fresh and casual feel that is true to the brand.
As you progress through the space, you are met with workshop elements, and it’s here that you get to roll up your sleeves and let the fun begin in designing your space. The store is designed for a totally tactile experience, with swatches available to play with by mixing and matching wallpaper samples, cushion fabrics and linens, as well as an entire library of their paint colors which are cleverly displayed on a surfboard.
The space is designed to be casual and not intimidating, with a couch nook where you can sit and enjoy the design process comfortably. The salon-styled corner is inviting (we joked that it was going to become our new west coast office!), but before you get cozy and sit, you pass what they are calling their “headboard garage” and rug wall to give customers an opportunity to touch and feel those bigger commitment pieces before pulling the trigger. Love that!
We have to take a moment to applaud S&L on their nursery vignette. It is fresh and clean, and we were particularly thrilled to hear that they are launching several new nursery collections for Summer 2014. The gorgeous Fiona collection is a standout and sophisticated new wallpaper patterns like the Herringbone (below) and whimsical heart quilt caught our eye.
See more photos from the opening on our Instagram (#sldesignshop), and if you’re in San Francisco, we recommend you pop over to the Design Shop for a gander. The shop officially opens May 3rd. It’s a real San Francisco treat!