Issue link: http://papercitymagazine.uberflip.com/i/1533676
A Belgian Kind of Love — the New Verellen Atelier 90 The Scandinavian concept of hygge embodies an innate coziness and warmth embraced by Northern Europeans during the gray days of winter. In Belgium, this quality is called gezelligheid —the art of making ordinary moments feel special via welcoming decor, warm lighting, and cozy corners for a tête-à-tête. In the new Dallas Design District showroom for Verellen Atelier, this sensibility prevails, in a space designed to enchant with soaring ceilings, wide-plank, raw-oak floors, warm neutrals, and the scent of wood fire. "Verellen is not just about the furniture; it's about the texture, the feeling," says showroom manager Jose Contreras. "We have music; we offer food and drink to our clients. We want to create the warm, friendly experience of coming to someone's home." In the new showroom, the furniture is arranged into comfortable groupings, and is so textural you'll want to touch it all — natural materials and woods dressed with linen, cotton, wool, leather, and fur. The fabrics and soft silhouettes harken to founder Tom Verellen's Antwerpian upbringing, coupled with American craftsmanship and durability. (All Verellen furniture, lighting, and casegoods are made in High Point, North Carolina.) Verellen Atelier is an exciting new expansion for the brand, with one atelier at 200 Lex in NYC and the second in Dallas. If you've been to High Point, you've seen the massive Verellen headquarters, one of the must-see showrooms. Founder Tom Verellen began his career in Belgium, working for his uncle's wallpaper company, Arte, and later established Arte's U.S. branch in Ohio. In 1999, seeking new challenges, he moved with his wife, Sabine, and their son to High Point, where he founded his furniture company, then known as The Home Collection. Verellen soon realized, however, that he lacked a proper sofa for people to sit upon. He designed his first one and to his surprise, customers fell in love with it. That moment was a turning point. The company remains a family affair — Tom is CEO, while Sabine serves as chief creative officer. Their oldest son, Thomas Verellen, is the regional director of sales for Texas, the Western U.S. and Canada. The founder's sister, Veronique Verellen serves as vice president of marketing and branding. "We have a lot of family members in the company, not necessarily all Verellen," says Veronique. For us, it's very much about trust, and also about passion and dedication." To the trade. Verellen Atelier DFW, 150 Glass St., Suite 100, verellen.biz. Kendall Morgan The new Dallas Verellen Atelier, here and above. Sabine and Tom Verellen with Boots