Quiver & Quill

“There is more similarity in the marketing challenge of selling a precious painting by Degas and a frosted mug of root beer than you ever thought possible.”

A. Alfred Taubman

I spent my Saturday night on a hot date with my girlfriend at a furniture store. Not just any furniture story, but one partially owned by Berkshire Hathaway. As a furniture store, it offers a selection of contemporary and conservative designs, featuring a range of price points. From the outside, it looks like an airport terminal. A white metal frame supports large glass surfaces. Follow the cars off the highway exit, up a winding hill, past many Suburban delights such as Starbucks and the Macaroni Grill, and you’ll arrive at Jordans Furniture Woburn.

The first thing I asked myself –asking my girlfriend why she brought us to a furniture store was the first thing I asked her – was ‘ why are groups of children running into the store,’ followed by ‘why are two white limos parked outside?’ Lastly, and rhetorically, ‘When did furniture shopping become vogue?’

The feeling I had upon entering the store is difficult to describe. It’s a mixture of shock and a feeling similar to how I imagine my old history professor felt during his first visit to Yankee Stadium.

Here are the things I noticed: a 30 foot high ceiling; an 8 year old swinging from a real trapeze; bright colors and jelly beans everywhere; a larger-than-life green monster eating a Boston Red Sox player; a colorful display of lights illuminating water fountains. My own need to suppress my excitement before my girlfriend caught on.

We played a carnival game before entering the inner furniture sanctum. Upon entering, I noticed that our mentality had shifted from tired to playful. As we explored the store, the atmosphere Jordan’s created had an impact on the way we shopped. We were more ‘into it:’ we bounced on beds, opened drawers, tried out comfortable chairs. Other shoppers shared our spirited approach, which was odd but refreshing.

After navigating through the entire store, traveling winding yet intentional paths, we arrived at our destination. Harry Potter in IMAX. Yes, this store has a fully-functional IMAX theater inside. When the show ended, the 400 audience members were released into a main furniture show room. Comfortable couches arranged in social positions greeted us. It was as if we left our own dining rooms to enter our living rooms.

I watched people for several minutes, and many people began to interact with the products, their curiosity turning into genuine interest. The remaining exiting patrons were led through a narrow, carefully constructed path to tour “All things comfortable and all things good gift ideas.” The phrase ‘experience,’ is almost as overused as ‘solution.’ Do you really have a dentist experience? A McDonald’s experience? I have to credit Jordan’s Furniture with creating an effective furniture shopping experience that was actually fun and communal.

I reread this post. I realize that it may read as a commercial for the store. I can’t attest for the quality or price of their merchandise. I am not commenting on their products, as much as noting on the refreshing experience they’ve created.

Go check it out for yourself, but I wouldn’t recommend it for a first date.

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