The five floors above serve as a place to see, touch, and immerse oneself in the different home settings, and spotlight RH’s newest additions RH Modern and RH Teen. A series of design ateliers encourage the attention from everyone from expert interior designers to curious home renovators, and the rooftop garden welcomes the perfect city view.
The design evolution hasn’t just been about the square footage or percentage of assortment though; RH has also been testing elements of the entire customer journey. In the Chicago gallery, the café on the first floor initiates energy as guests arrive, whereas in West Palm Beach the rooftop restaurant draws people up through the space exposing them to the product along the way. The brand initially questioned the placement of the rooftop restaurant, but it’s now their highest performing hospitality experience drawing more than $7 million in its first year.
RH has described these first 15 galleries in major metropolitan cities as an ongoing experiment over the past five to seven years, with the belief that they now have a stable position and format that will serve the majority of the market.
As more brands look to add a service or hospitality component to the retail experience, it’s going to require an understanding of principals and best practices from other industry categories.