Listen to this articleA design shop in Roslyn has transformed into a New England holiday house, inspired by Greta Gerwig’s “Little Women.”
Serena & Lily, which is headquartered in Sausalito, CA, and has 18 shops across the nation, selected its Roslyn location to partner with Landed Interiors, a design studio in Manhattan. The Roslyn shop, through Jan. 3, 2025, is set as a home in which a host and guests are about to celebrate the holidays.
“We loved the idea of creating a space that was on the brink of a party,” Heather Menegat, the studio director and Landed Interiors, said in a written statement about transforming the Roslyn space. “It ties into the holiday season and how people shift around their living areas to allow loved ones to gather and celebrate together.”
The design-house approach offers an “experience economy” in-person model that can appeal to consumers in a way that is meaningful to them. At a time of online retail, in-person shopping gives consumers the chance to see and touch items first-hand.
It’s a strategy adopted by retailers who want to engage consumers, including Harry & David, a brand of 1-800-Flowers, which is headquartered in Jericho. This year, Harry & David opened pop-ups in high-traffic Macy’s locations, offering in-person shoppers the opportunity to sample products, in a festive, holiday setting, and consult with in-store experts about food gifts, holiday baskets and more.
At the Serena & Lily Roslyn location, the company described its “jewel-toned living space” that is “alive with character and rife cozy nooks.” The space is decorated with purchasable items, including the Piccadilly chair, the French martini table, bamboo folding chairs, wicker dog bed and more. Prices range from $188 to more than $2,000, according to the company’s website. In addition to holiday decorating inspiration, the shop also offers gift ideas.
In creating holiday houses, Serena & Lily is partnering with various designers at six of its locations, including in Georgia, Michigan, Texas, California and Illinois.
The Roslyn location opened in 2023, after the building underwent a complete renovation to create “home-like vignettes to inspire customers to reimagine their own bedrooms, living rooms, and dining spaces,” according to the company.