LookOut: West Elm

For this installment of LookNook on the LookOut we have once again turned our sights toward San Francisco. San Francisco is home to many great brands: Ghiradelli Chocolate, Anchor Steam Beer, Method cleaning supplies, Gap and Banana Republic, Stella & Dot. Depending on what you need, all of these represent solid browsing grounds for potential purchases. There’s another San Fran export that is a solid “go to” for the LookNook design team: West Elm.

While the first brick and mortar store is located in the Brooklyn known as DUMBO (Down Under the Manhattan Bridge Overpass), West Elm is a subsidiary of the Williams-Sonoma, as is Pottery Barn and all its iterations. If Williams-Sonoma, a San Fran brand, represents a sort of genteel specialized niche, and Pottery Barn represents a kind of a stylized suburban ideal, then West Elm represents an edgier, more urban, and on trend sensibility. For a tad over ten years, West Elm has offered a stylishly wide array of furniture and accessories to shoppers in 18 states, Canada, and Puerto Rico, not to mention catalogue and internet shoppers. There is a reason this brand keeps growing; they strike a measured balance between consistently good basic pieces and unique collaborations with independent designers; the result is an eclectic mix of go-to sofas and window treatments, and limited edition tableware, fabric and specialty furniture pieces.

More recently they have added The Market, which expands offerings to include food, personal care items, pet accessories and additional items such as air plants and terrarium-type hangers, just to name two. Perhaps most notable, and frankly, downright crush-worthy, are the SMEG Refrigerators (fanning self). Seriously, I get all swoony just saying it. Mr. Red SMEG, I’ve got my eye on you! So, whether you are a catalogue, online, or in-store shopper, there’s a very high probability that you are going to find something perfect for your home at West Elm. So, West Elm, many thanks for your wide array of poufs, pillows, sectionals, gallery wall frames, vases, rugs and groovy ethnic side tables, and on and on.

In the spirit of LookNook digging your style, we have dedicated three room designs featuring the some of our favorite West Elm pieces of late. The results are cultivated, eclectic, comfy and chic. So if you’re needing a little spice in your space, go west, West Elm.

The whites and creams mingling with the soft blues and poppy reds take this traditional color scheme on a modern ride.

The earthy color palette of the furniture and the textures of the rug and pillows are cozy and evocative of an elegant hacienda.

This room manages to be crisp and cozy at the same time, balancing white with wood, teal with red, modern with contemporary.

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