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Storecasting: Soho To Finally Get Comfortable

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Can you guess which retailer is behind this gigantic "Comfort Is Coming" plywood that sits at 210 Lafayette at Kenmare in Soho? Hint: It's a furniture company, and no, it's not La-Z-Boy.

Well look at that—it's American furniture designers Mitchell Gold + Bob Williams, whose presence at Andre Balazs' shiny One Kenmare Square we noticed way back in March. The duo, who just came out with book titled Let's Get Comfortable (man these guys love the word "comfort"), is in the process of opening six new US shops, this will be their first in NYC. Even if you've never heard of them, their couches have probably helped you take a load off, as Gold and Williams' goods are carried by chains like Pottery Barn, Crate & Barrel and Restoration Hardware as well as tons of other small home furnishing stores. Vaguely slated for "Fall," this location will carry the pair's classic, affordable furniture, including sofas, chairs, ottomans and beds. More fun info about the place, sourced from Furniture World Magazine (what, you don't subscribe?): "The store will be dog-friendly with pets always welcome and treats readily available to four-legged friends (the company even has dog beds to coordinate with your sofas!)." That's sure to be a hit.
· Mitchell Gold + Bob Williams [Official Site]
· Mitchell Gold + Bob Williams To Open Their First Freestanding, Dog Friendly, Store In NYC [Furniture World Magazine]
· Storefronting: Park Slope Gets Its Very Own Bank [Curbed]