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Sonneman’s Dallas Lighting Showroom Puts Visitors First

May 28, 2019

Sonneman-A Way of Light relocated from its previous showroom on the third floor of the Dallas Market Center and opened to an expanded fourth-floor location. 

Already a longtime resident at the Dallas Market Center – considered the center of the decorative lighting world ­­– Sonneman was looking to expand its presence within the local design community. To serve the Dallas design community further, in January , the modern lighting design company relocated from its previous showroom on the third floor and opened its fourth-floor location In coordination with Lightovation: Dallas International Lighting Show.

In the new space, Sonneman can showcase the breadth of its capabilities. It was designed to feature the brand’s latest lighting innovations. Showroom visitors will be greeted to the “Sonneman Experience,” something founder and Chief Creative Officer Robert Sonneman describes as an ethos that defines the brand’s process characterized by modern functionalism and an aesthetic of minimalism.

The brand is known for its clean lines and modern, functional designs, while moving lighting forward by pushing the boundaries of “innovation from the art of technology,” as he calls it.

Sonneman wanted to carry that to the new space. Lighting showrooms tend to be “cluttered chaos,” he notes, but his Dallas lighting showroom is calmer and more simplistic. “We wanted a space that reflected the minimalist inspiration behind our brand,” he explains.

He envisioned a space without distractions like logos or graphics where visitors can focus on the products and space.

Sonneman Lighting Showroom First Impressions

“In a literal sense, the new space shows what we do, but it only suggests what we can do,” Sonneman emphasizes.

Sonneman himself, along with the brand’s in-house architectural team, designed the space. With this new showroom, Sonneman wants to focus the brand beyond being a product manufacturer. “We are a sophisticated design company, and this spectacular new space seeks to support that,” he says.

When visitors walk into the Dallas lighting showroom, they’re greeted with a clean, minimal look, including a white desk with straight lines and black and white walls. Above hangs the brand’s Constellation's Aquarius configuration, and a wall displays other Sonneman lighting products.

Once visitors round the corner, they’re greeted with more displays showcasing products.

A Collaborative Space

Throughout the lighting showroom there are many different seating options for people to sit and view or gather around a counter to talk. The lighting showroom was built for more than viewing, however. The on-site sales team has full use of the space, serving as a workspace for dealers and representatives.

Votives are hung above a centrally located table designed for designer meetings and conferencing. 

Different areas of the showroom feature different types of furniture, from benches to low and high tables, couches and even a bar. In these areas, different events and conversations can take place. The Sonneman lighting room can host workshops with designers and customers, offer consulting areas or collaborate to discuss projects and products.

A hospitality bar and lounge sits beneath a delicately hung Intervals configuration. This space is designed so that SONNEMAN team members can meet with designers and sales reps to discuss product introductions.
This space is to the right of the bar, featuring SONNEMAN's InsideOut collection.

The showroom even features a “Suspenders Lab” featuring the brand’s Suspenders lighting system consisting of horizontal Power Bars, vertical Hangers and LED luminaires. Here, designers can arrange custom configurations with on-site team members. 

The hands-on “Suspenders Lab” allows designers to arrange custom configurations alongside on-site Sonneman team members. Luminaires line the walls and each drawer houses additional components for designers to explore. 

In addition, there are two conference rooms and a dedicated project room for staff to work directly with clients, as well as a private office and full-service kitchen for programming.

Sonneman’s Continued Growth

The expanded Dallas lighting showroom has been so well-received, Sonneman will expand even further for 2020 Lightovation, adding 3,000 more square feet for a total of 9,000 square feet.

“This new showroom underscores our commitment to growth and evolution, providing the opportunity to share innovation with our expanding market audience,” Sonneman says.

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About the Author

Valerie Dennis Craven | Director of Accounts, Stamats & Contributing Writer

Valerie is an experienced journalist with an emphasis in the B2B market. As the former director of editorial services for i+s, she led the editorial staff in producing the multiple assets we offer: articles, podcasts, webinars, social media, CEUs and more. Valerie enjoys writing about technology and the way people work.

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