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Luxury Vancouver-founded furniture and design brand is opening its first-ever flagship showroom.

The 4,000-square-foot space on the corner of Granville and West Pender streets has sat empty since December 2020. Dunn Tailors used to occupy the 480 Granville St unit and was recognizable by its iconic red neon sign that hugged the entrance.

The Dunn signage is gone now, replaced with a sleek white neon instead and giant plate glass windows which give an unobstructed view into the contemporary design showroom.

Rove Concepts was established by Art Lee in 2011 as an updated take on mid-century modern furniture, which his grandfather made. The retailer specializes in luxury interior design and has a minimal Pacific Northwest meets Arizona-chic vibe.

The furniture and lifestyle pieces are primarily handcrafted in an artisan workshop owned and operated by Rove Concepts using sustainable materials. The company has already phased out paper product instruction manuals and is in the process of completely phasing out genuine leather by the end of 2022. There are plans to roll out more eco-friendly packaging before the end of the year and switch to electric delivery vehicles in 2023. By 2024, the goal is to completely phase out plastic in furniture production and packaging.

Lee has also incorporated extended reality technology into the new flagship with an immersive augmented reality design lab that allows customers to design their spaces using rove furniture.

The palatial showroom is furnished with Rove's bestselling living room, bedroom, and dining room pieces alongside the new 2022 collection. The store opens on September 22 and will operate Tuesday to Saturday from 10 a.m. to 7 p.m.