This area’s cool!

Good news for people with homes or just setting up a new home, decorating or refurbishing, or simply buying something beautiful and functional in tune with their respective lifestyles.

Area Home Store, that fabulous furnishings and accessories shop which was among the pioneers in the lifestyle concept in home retail in the country, is opening its fourth and flagship store at R2 level of the Power Plant in Rockwell Center this month. Not only will it be the biggest of the stores at almost 400 square meters, it will be introducing new lines not found in its other branches and will also have new features exclusive to the venue.

Among the new things is the Area Kids line, born from Area’s popular Bridal and Gift Registry. According to Kathleen Tambunting-Talmadge, president of Area Home Store, Area Café and O Café, the new line is being introduced because many clients of the Bridal and Gift Registry have started their own families.

A second new line is the Gen-Y. This is the new, new and next generation (what, already?) of accessories and gadgets that are cool, colorful and technical. No fuss and frills in this one, just functional and, well, yes, futuristic.

Then there are the Relaxers. This is a line of products that allow you to pamper yourself with aromatherapy candles and scented oils, incense, spa necessities and the like.

There will also be a hardware section, featuring towel bars and curtain rods, door knobs, cabinet door and drawer pulls, which these days come in an infinite variety of shapes and materials and are as finely crafted as jewelry, or almost.

There will also be a lighting section, offering lamps from different designers. "We’ll tap interior and industrial designers from all over the world," says Talmadge. "We‘ve carried the award-winning Luce Plan lamps since 1994, which was seen in Harrison Ford’s office in the film Sabrina. Our customers, needless to say, always look for the unique from us."

Yet another will be a line of linens, which you may be sure, will reflect the best of taste and quality. People will get a chance to see and try out certain unique pieces at the to-be-set-up Area Café and O Café also at Power Plant.

Talmadge is also very proud of the fact that they were the only Filipino company invited to attend the 20th anniversary celebration of Umbra in Canada, a group of young, forward-looking and aggressive lifestyle designers. "We’re constantly going to trade shows," she comments, "so we’re always ahead in bringing new things to the Philippines."

Which was the rationale for the setting up of Area Home Store in 1994. The partners all shared the same idea of launching a home specialty store in Manila. At the time, there was no such store in the Philippines, least of all a high-end and exclusive accessories and furnishings store, and with condominium living coming into its own, the group thought that they would be able to find a niche. As to what lines to offer, it would have to be a store they themselves would like to patronize.

Their offerings would have to be contemporary, tasteful, simple and timeless, artistic, exclusive, original and relatively affordable.

By December 1994, they opened on the second level of SM Megamall Bldg. A, to a reception Talmadge describes as "remarkable and exciting." Furnishings and accessories were arranged the way they would look in a home, something never done before. Says Wilma Santos-Huang, general manager of Domain, "The whole buying experience was different, pleasurable. Clients would even lie down on the beds to actually try them out! We started a trend in the Philippines, which many home stores now follow."

Says Talmadge, "We’re also very proud of the fact that we display what is current in the US and Europe. We’re always up-to-date in style. We also do some buying in Asia, as long as the things blend. The trend today, you see, is eclectic, a mix of modern and classic. In short, simplicity at its best. The perception is that we’re high-end, but actually, we carry a lot of very affordable items."

Area Home Store is also open to decorate homes and condos for entranced clients. Says Huang, "You could say we give free interior design service, using items from Area Home Store. Just give us your budget." They also entertain orders from interior designers.

Today, Area Home Store is at SM Megamall, Glorietta I and Alabang Town Center Expansion Wing. Area Cafés and O Cafés are to be found either separately or both at SM and Robinsons Galleria. The Power Plant Mall at Rockwell Center will be the only venue with all three establishments in one place. Fittingly, indeed, being the flagship of what may eventually become a flotilla.