Client Happenings: How do ID-efine?

I’m often asked, “How do you define your personal style?” Is it modern? Contemporary? I like to think I have a fairly good eye for design but, when it comes to decorating my home, I always found it to be a challenge to find the right items that really fit my personal style. Pieces always seemed a little too generic or weren’t the exact fit for my space. To those of you that feel my pain, you’re in luck! Interior Define (ID), a Chicago-based upholstered furniture startup, just opened up its custom “guideshop” in Lincoln Park.


Image via Carolina Mariana

For those of you who haven’t heard of ID, let me give you the background:

Interior Define is first and foremost an e-commerce brand, with the goal of the new space to bring its e-commerce experience to life, thus making the process of selecting and ordering a sofa a fun and enjoyable experience.  Its new retail concept highlights the brand’s customization capabilities, with clear signage providing customers step-by-step instructions on how to build their perfect piece. A wide variety of designs—from an English roll-arm sofa to a low-profile modern Italian-inspired sectional and more—are on display in the 3,000 square-foot retail space for customers to see, touch and of course, sit in. A diverse array of fabric options (including linen blends, velvets, leathers and performance fabrics) are presented throughout the space, with a “leg bar” displaying over a dozen different styles from which to choose.


Image via Interior Define

And if that isn’t enough, here are some other fun facts: their unique approach reduces both warehouse inventory and retail overhead compared to traditional furniture brands. Their fabrics are especially durable, meaning they are both dog and kid-friendly. Oh, and if you don’t like it, they have a 365 day return policy.

If you haven’t already, I encourage everyone to check it out! And stay tuned for more to come from the brand as they continue to revolutionize the custom sofa category.

-Morgan Bellock, Group Director