Oct. 22, 2022

Celebrating our new Showroom and Technology

Originally published in Furniture Today

At High Point Market | How do you celebrate a new showroom and website? With vodka, of course

Durham debuted its new 3D visualization tool at its new showroom over Market.

AT HIGH POINT MARKET – Canadian case goods manufacturer Durham Furniture held a vodka tasting event at its new High Point showroom Friday evening to celebrate the showroom’s opening. It also marked the debut of the company’s new 3D visualization and configuration tool, which was developed by Polish company Intiaro.

Intiaro is also behind major recent launches at Howard Miller, Norwalk and Vanguard. Company president and CEO Luke Simpson referred to the site upgrade as the “best case goods configurator out there.” “We can drape our 3D models with these photo-realistic finishes,” he said. “When it comes to case goods, people haven’t gone this far. We are confident this will put us ahead of the crowd.”

Intiaro’s team was on-hand to demonstrate the new capabilities. Senior account executive Karol Wrobel also played host for a vodka tasting, encouraging attendees to sample various vodkas from Poland.

The technology, which goes along with a new public-facing website and dealer portal, allows Durham to better showcase its items at a reduced space, as the new showroom is just a quarter of the size of its previous IHFC location.

“We can show everything on our website,” said Simpson. “We only need to show a handful of products in our showroom, helping us save significantly.”