BoConcept's modern move

AS more proof of the extent to which modern furniture is going mass market, look no further than BoConcept. The chain, which already has about 170 stores in more than two dozen countries, recently opened its first West Coast showroom in Santa Monica, near the Third Street Promenade. The mantra is high design at a moderate price -- a sort of Pottery Barn for the modern set, marketing director Hasan Sidky says. Sofas, beds, shelving systems and chairs, including the Solo chaise (from $849, at right) tend toward the sleek and simple, with a fair number of custom options available. After all, one of the store's selling points is proprietary software that sketches how new furniture would look in your existing room, above. Can't decide between oak or wenge? Torn between two fabrics? Bring in dimensions and design notes on your space, and the staff can render the different looks on a computer. 328 Santa Monica Blvd.; (310) 401-2266; boconcept.us.
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( Ken Hively / LAT )

AS more proof of the extent to which modern furniture is going mass market, look no further than BoConcept. The chain, which already has about 170 stores in more than two dozen countries, recently opened its first West Coast showroom in Santa Monica, near the Third Street Promenade. The mantra is high design at a moderate price -- a sort of Pottery Barn for the modern set, marketing director Hasan Sidky says. Sofas, beds, shelving systems and chairs, including the Solo chaise (from $849, at right) tend toward the sleek and simple, with a fair number of custom options available. After all, one of the store's selling points is proprietary software that sketches how new furniture would look in your existing room, above. Can't decide between oak or wenge? Torn between two fabrics? Bring in dimensions and design notes on your space, and the staff can render the different looks on a computer. 328 Santa Monica Blvd.; (310) 401-2266; boconcept.us.

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