Beyond the screen: Why showrooms still matter in a digital world
Interior Design | Interior Design Showroom | Showroom Shopping | In Person Design | DCI Studio
After spending much of July traveling to New York, Dallas, and West Palm Beach, I found myself thinking about the changing landscape of our industry. Each destination offered a different perspective, from visiting lighting manufacturers at Lightovation to exploring innovative storage solutions at Closets Expo, yet one common theme continued to emerge. As more manufacturers embrace multi-line showrooms and expand their online presence, designers are asking an important question. Does the convenience of digital sourcing diminish the value of experiencing products in person?
I believe we may be asking the wrong question.
The underlying issue is not whether we purchase products online or in a physical showroom. It is whether our industry is gradually losing the opportunity to experience products through the lens of all five senses. That is where the expertise of an interior designer becomes invaluable. We are trained not only to evaluate what something looks like, but also how it feels, functions, performs, and ultimately enhances the way our clients live. Those are qualities that simply cannot be fully communicated through a computer screen. For me, the answer is an unequivocal no.
There is no denying that technology has transformed the design profession. We can now source products from around the world, review catalogs online, communicate instantly with manufacturers, and place orders with remarkable efficiency. Those advances have made our businesses more productive and have expanded the resources available to us in ways we could never have imagined twenty years ago. However, interior design has always been, and always will be, a sensory profession.
Our work is not confined to what we see on a screen. It is about understanding how a space feels, how materials interact with light throughout the day, how finishes complement one another, and how furnishings support the people who use them. Those are qualities that simply cannot be evaluated through a photograph or a specification sheet alone.
Textiles are perhaps the best example. Every computer monitor and smartphone displays color differently. A fabric that appears to be a warm ivory on one device may appear almost gray on another. Fine variations in texture, sheen, weave, and hand are impossible to fully appreciate digitally. Running your hand across a luxurious velvet, examining the subtle movement of a textured linen, or comparing two nearly identical performance fabrics side by side often reveals distinctions that no photograph can capture.
Lighting presents a similar challenge. At Lightovation, I was reminded once again that lighting is never simply about the fixture itself. It is about the quality, warmth, direction, and character of the light it produces. Those qualities influence mood, functionality, and the overall experience of a space. A photograph may showcase a beautiful chandelier, but it cannot communicate how that light transforms a room once it is illuminated.
Showrooms also allow us to compare products in ways that online platforms simply cannot. Looking at one fabric, one finish, or one lighting fixture in isolation tells only part of the story. Designers make decisions by placing materials side by side, comparing undertones, evaluating proportions, and understanding how individual elements relate to one another. It is this process of editing, refining, and curating that transforms a collection of beautiful products into a cohesive interior.
Furniture presents perhaps the greatest argument for visiting a showroom. A tear sheet provides dimensions, finishes, and construction details, but it tells us very little about comfort. Seat depth, cushion support, arm height, back pitch, and overall ergonomics all influence whether a piece of furniture truly works for the individual who will use it every day. I often tell my clients that purchasing a sofa without sitting in it is much like buying a car without taking it for a test drive. If you are making an investment that will impact your daily comfort for years to come, experiencing it firsthand is simply the wiser decision.
Scale is another consideration that is frequently underestimated. A beautifully photographed chair may appear substantial online, only to feel diminutive in person. Likewise, a large sectional may seem perfectly proportioned in a marketing image but overwhelm a room once installed. Designers are trained to recognize these relationships, but seeing products within a showroom environment provides valuable context that cannot be replicated digitally.
Showrooms also offer something that has become increasingly valuable in today's fast-paced business environment. They provide opportunities for conversation. Designers have the chance to ask questions, learn about manufacturing processes, understand customization options, and build relationships with knowledgeable representatives who become trusted resources throughout a project. Those interactions often lead to insights that are never included on a website.
As designers, our responsibility extends well beyond selecting beautiful furnishings. While we certainly curate aesthetically pleasing environments, we are also advocates for our clients. We evaluate quality, craftsmanship, durability, comfort, performance, and long-term value. We consider how products will age, how they will be maintained, and whether they truly support the way our clients live. Our recommendations are informed by experience, observation, and professional judgment, not simply by what appears attractive on a screen.
I appreciate the efficiency that online sourcing has brought to our profession, and I rely on those resources every day. Digital tools have become an indispensable part of modern practice, but I believe they are at their best when they complement, rather than replace, the showroom experience. The ability to see, touch, compare, ask questions, and evaluate products firsthand allows us to make better decisions and deliver greater value to our clients.
Perhaps this is the greatest value of the showroom. It slows us down just enough to observe what cannot be captured on a screen. It encourages thoughtful comparison instead of quick selection. It allows us to notice the subtle differences in craftsmanship, proportion, finish, comfort, and quality that ultimately determine whether a project is simply beautiful or truly exceptional. In a profession where details matter, those moments of observation are invaluable.
As our profession continues to embrace innovation, I hope we never lose sight of what truly distinguishes interior designers. Our value has never been defined by where we purchase products. It lies in how we evaluate them. We experience design through all five senses. We see color and proportion, feel texture and comfort, hear how sound is absorbed or reflected within a space, and even notice the subtle scent of natural materials. Every sensory experience contributes to how a room feels and, ultimately, how our clients live within it. Technology will continue to evolve, and it should. But no algorithm can replace the trained eye, informed judgment, and sensory experience that enable designers to create homes that are both beautiful and deeply personal. In the end, that is what thoughtful design has always been about, and I believe it always will be.
About the Author
Phyllis Harbinger, FASID, is the principal of Design Concepts/Interiors, LLC, an award-winning luxury interior design firm. Elevated to the College of Fellows of the American Society of Interior Designers in recognition of her contributions to the profession, she is a nationally recognized interior designer, speaker, educator, and author with more than three decades of experience creating timeless, highly personalized interiors. As an adjunct professor, she is equally passionate about mentoring the next generation of design professionals while advancing thoughtful conversations about the future of the industry.