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From Home Furnishing Business

RH Modern is Here

Restoration Hardware Holdings (NYSE:RH) is officially unveiling its RH Modern line with a 540-page catalog, dedicated website and retail presence.

The RH Modern brand will also have a freestanding store on Beverly Boulevard in Los Angeles.

“We believe RH Modern is our finest work to date,” Gary Friedman, chairman and CEO. “From antiques to architecture, from the environments we work in to the devices we work with, there is a modern sensibility that is influencing what we see and how we live in the world. While the market for modern furnishings has always been somewhat small, the convergence of these trends creates an opportunity to develop a much larger market.”

Many of the RH Modern collections have been developed in collaboration with internationally-renowned designers – including new furniture collections from Barlas Baylar, Anthony Cox, Thomas Bina, and Rudy Sr., Rudy Jr. and Frederick Van Thiel; lighting from Jonathan Browning and Fortuny; modern rugs by Ben Soleimani; outdoor offerings from Leo Marmol and Ron Radziner, Ann Maria Vering, and Jose Gandia Blasco, and reissues of iconic originals from the master of midcentury design, Milo Baughman.

RH Modern launches with a distinctive 540-page Source Book that breaks the traditional mold and defines a new and engaging magazine-catalog hybrid. Fabien Baron, the go-to game-changer of high-end branding and editorial design, has joined forces with Friedman to conceptualize the RH Modern Source Book – that is designed to be a keepsake in itself – in addition to the logo and brand materials and advertising campaign.

The brand also debuts with a unique website and significant physical presence, including a dramatic, standalone RH Modern Gallery at the site of RH’s former gallery on Beverly Boulevard in Los Angeles, the entire ground floor of the Flatiron Gallery in New York, plus entire floors in the Company’s next generation Design Galleries in Chicago, Denver, Tampa and Austin. The freestanding RH Modern Gallery in Los Angeles has been completely reimagined into a contemporary structure – indoors and out – featuring a modern sculpture garden with palm trees, stretched canvas, and a wall of water inspired by the fountain in New York City's Paley Park, and a two-story lobby with a monolithic modern staircase. RH Contemporary Art – which has been integrated into RH Modern – will be showcased in each location with original works from a globally curated roster of artists, creating the feeling of both a home and a gallery.



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