Dal-Tile’s latest stone & tile gallery, located in New York City,

By Sarah Zimmerman
New York— Dal-Tile last last month opened the doors to its first tile and stone gallery in New York City. The 4,600-square-foot space marks the ninth such gallery and comes on the heels of the company’s Chicago grand opening earlier in the month.

“The purpose of our galleries is to show our products to designers, architects and their customers, to help them in gaining ideas and making the right selection,” said Lori Kirk-Rolley, marketing director for Dal-Tile.

The company’s galleries are separate from its showrooms in that they do not sell products, but rather “offer a comfortable setting where homeowners can experience all the tile options available to them,” Kirk-Rolley added. Surrounding retailers and showrooms largely support the galleries, which makes positioning key.

Located in the heart of Manhattan’s architect and design district, the gallery has been in the works for seven years, according to Harold Turk, president of Dal-Tile. “We have learned over the years that it’s all about location, and we needed to have several sale centers nearby. Here we have a very large design community and should do well.”

The space, on 21st Street and Park Avenue South, is filled with unique product displays such as designer boards together in 14-inch backsplash panels. It also houses a library of loose samples, grouted idea boards, decorative accents, medallion samples, a private meeting room and several workstations where clientele can lay out samples and create designs. Product collections displayed include porcelains, natural stones, glass, metal, decorative accents and slabs.

According to Kirk-Rolley, whether it’s for a residential renovation or new construction, dealers can use the galleries to help their customers select tile or stone for their projects, as well as to help them visualize what the tile will look like compared to other elements. “We want people to feel like they can come in, lay out plans and spend some time here learning and working.” Additionally, each of Dal-Tile’s galleries is staffed with designers to assist customers.

Floor-to-ceiling murals are another unique aspect of the Manhattan gallery, exemplifying and promoting the company’s custom handmade Byzantine murals. Able to replicate any image desired by the end user, Kirk-Rolley said, these are popular in commercial spaces although many people actually install them in residential bathrooms and kitchens.”

Early returns on Dal-Tile’s galleries are positive. Serving the architect and design community, as each space takes on its own personality according to its locale, Turk said. The company plans to continue to build more galleries in the future, looking at the Carolinas, Northern California, south Florida and the Washington D.C. area as potential locations.