Decorum 2015
By Jeff Maisey
How do you take a 40-year-old retail institution and manage to keep things fashionably hip? A redesign, of course.
If you’ve motored down 21st Street in Norfolk’s Ghent business district during the past two months you probably couldn’t help but notice the exterior transformation of Decorum, a contemporary furniture retailer opened backed in 1975 by Claus Ihlemann.
Scandinavian furniture was popular during the ‘70s because of its clean, sleek, modern design. In fact, it never seems to go out of style.
Ihlemann was trained in furniture and design in his homeland of Denmark. He landed in Norfolk “by accident” when he was tasked with opening a distribution warehouse for the company he worked for at the time. In an effort to generate more business, Ihlemann opened a “small retail store” baring the company’s name, but soon purchased the company’s assets and emerged as an independent retailer.
Decorum has experienced seven “reworkings” of the building since 1979.
“With retail and adapting to the every-changing marketplace, things keep getting tweaked,” said Ihlemann. “The building received a major overhaul in 1986 when the classical architecture design was applied to the building. That was very progressive and innovative for the time, and it really helped 21st Street get back on the map.”
Norfolk’s 21st Street had a history of successful retail in the 1960s and early ‘70s with Center Shops and a Sears store with large, street-level windows.
At a time when many residents were fleeing the core areas of Norfolk for suburban life in Virginia Beach and Chesapeake, Ihlemann was a believer in Ghent.
“It really helped revitalize the neighborhood,” he said.
Claus Ihlemann and his partner in life, Robert Roman, own the property known today as Palace Shops and Palace Station. Before redoing the exterior of Decorum, they focused on upgrading the other businesses with warm hues of green, yellow and gray. Some of the businesses benefiting from the makeover include NYFO Boutique, Quality Shops, Cream and Supper.
Ihlemann and Roman have travelled frequently to California, Arizona and destinations throughout Europe. They took design notes and photographs of design elements they like best. Over the course of the past five years, they worked with Ghent-based architect Robyn Thomas is design the new look. Picking the right architect and construction companies can be one of the most important decisions that business owners have to make when deciding to redesign their building. Even little things about adding some gypsum work to the walls and ceilings can have a profound effect on which contractors get employed for the job. The most important thing is to make sure you choose a contractor that can help bring your vision to life.
“We think this is a very creative way of reinventing this building,” Ihlemann said.
“We wanted something that would fit the Ghent neighborhood, that was contemporary and a little progressive,” said Roman.
The interior design was given a more spacious, industrial look in the main furniture showroom at the front of the building. The entrance was also moved to the center. It is impressive and makes a statement.
As for the furniture, Decorum continues to maintain its cutting-edge Euro-style pieces with front-window displays that grab the attention of passers-by.
Also noticeable from outside is a third-floor showroom thanks to a 90-degree glass window overlooking the intersection, providing what is arguably the best view of Ghent.
Ihlemann and Roman credit Shawn Griffey for his merchandising talent, putting the “right” pieces together for display. Every one of staff contributes to the buying aspect, having hands-on input.
Decorum never closed during the reconstruction and will be throwing a Grand Reopening party on September 26. Lieutenant Governor Ralph Northam will be onsite for the official ribbon cutting. A “gift shop” within Decorum is soon to open featuring unique boutique-y items ranging from women’s handbags and wallets to greeting cards and bowties.
Renovations to Decorum were in the neighborhood of $1 million.
“What we have done is to enhance our community and bring more people to Ghent,” said Roman.
More info: Decorum Furniture, 301 West 21st Street, Norfolk, VA 23517, 757.623.3100, www.decorumfurniture.com
