I love some good modern design. It's one of the reasons I got so excited when I found out there was a place called Design Within Reach. Really? Modern furniture and accessories that are affordable? Sweet! WRONG.
Alas, Design Within Reach is anything but. I'm not sure exactly whose reach it's supposed to be in, but it certainly isn't mine. With items like the Artichoke Lamp pictured here for around $7,700 and the Eames Lounge for around $2,500 without the ottoman and nearly $4,000 with it, I hardly think allusions to affordability are justified.
The name of a business is important. In the best cases, it's supposed to say something alluring about your company and communicate the essence of what you do. In the worst cases, it can be confusing, unclear or in this case, outright misleading. Don't get me wrong, I'm looking forward to the day when I can buy some of the wonderful wares from this posh shop. But seeing as I don't come from money and I'm a young buck in the biz, I'm going to have to hit the lottery to seriously peruse their store any time soon.
I guess it shouldn't be any surprise though. Here in Texas, you can often get homes for $70/sq.ft., including the land, homes by modern prefab home builders that claim to make affordable housing usually run between $200-$400/sq.ft. not including site prep, foundation or land.