This Instagram-Famous Furniture Brand's New Store Is a Pastel Dream

Emma Bazilian
Photo credit: Courtesy of Society Social

From House Beautiful

Calling all grandmillennials: Society Social's brand-new store might just be our new favorite destination for all things rattan, scalloped and sorbet-colored. Last week, the company celebrated the opening of its first-ever brick-and-mortar store in Charlotte, North Carolina's trendy Atherton Mill shopping center with a kick-off party where attendees sipped bubbly rosé served from behind a hot pink bar (fondly known among employees as "Barbara").

The brand's founder Roxy Te worked with A-list designer (and queen of all things extra) Sasha Bikoff to bring Society Social's unabashedly girly, Palm-Beach-retro aesthetic to life—think pink-and-white gingham painted floors, a rainbow of upholstered chairs hanging on the walls, lots of neon, boxwoods and topiaries galore, and a giant blue pagoda. Merch-wise, you'll find the company's famous bar carts, grasscloth-covered case goods and comfy upholstery, plus a slew of carefully curated gifts and decor that you can only find in-store.

Photo credit: Courtesy of Society Social

Te, whose parents have been in the furniture business for nearly 40 years, founded Society Social from her New York apartment back in 2011. Combining serious quality (every piece is built in the Te family's North Carolina factory) and designer-grade touches (like passementerie and custom-colored grasscloth) minus the sky-high price tags to match, the online-only brand quickly built a cult following through word of mouth and Instagram. The new store is Society Social's very first; previously, Te had a showroom in Soho, but after relocating to her hometown last year to be closer to the manufacturing, she decided it was time to put down permanent roots.

While Society Social is still a small operation, you can expect to see plenty more buzz around it in the future: in addition to opening the Charlotte store, the brand recently partnered with Brunschwig & Fils to launch an exclusive colorway of its iconic Les Touches fabric, and next year, plans to unveil a collaboration with designer Ariel Okin.

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