Frontgate, Preston Royal Village, Dallas (Image courtesy of Frontgate)

Frontgate has reimagined its in-store shopping experience.

The upscale home furnishings and decor brand, which is part of Qurate Retail Group, debuted its new format at Preston Royal Village in Dallas, Texas. The updated design includes a front vestibule — reminiscent of a traditional home foyer —showcasing seasonal offerings, and an in-store design studio with a dedicated expert staff. 

The new store is designed to offer an elevated and intuitively designed shopping journey, presented in vignettes. The vignettes offer customers the ability to browse by room, with curved archways and architectural detailing signaling a transition between looks and providing a more intimate, home-like shopping experience.