Art & Frame Direct expanding High Point showrooms

Art & Frame Direct has hired a Florida architectural firm to design a second floor addition to the former Casa Bique showroom it purchased in High Point's high-end Hamilton/Wrenn area.

Construction will start immediately after the October market, CEO George Eouse said. In addition to a second floor for the 16,000-sq.-ft. showroom building, a grand garden is being designed for the corner lot to showcase statuary and other garden creations.

When asked how much the company paid for the 22,000-sq.-ft. corner lot, Eouse answered it was just under $3 million and added, "I think we set the world record in High Point for property — $230 a square foot. We were buying into what we believe is one of the most dynamic areas of High Point's growing market, across from the Steele Street building and being alongside top design-oriented companies."

Art & Frame Direct will continue to show in its three-story Center Theater showroom on Main Street, Eouse said, while the Hamilton Street building will feature the company's new Paradigm division.

"There will be a real distinct separation between the two companies," Eouse said. "We're doing much more Philippine and Vietnam import. Paradigm features higher style and a little more innovative, cutting design trends. We did a soft opening last April, when we were still sharing the building with the former owner. They have since moved out. This market we're opening in the entire building."

The Paradigm showroom caters to a higher price point while Art & Frame offers unique and value-oriented products. "So we're really catering to designers and higher-end furniture dealers in the Hamilton-Wrenn district and sticking with our bread-and-butter business, the decorative accessory and home furniture retailers, in our existing Center Theater." Customers will be invited to ride in luxury limousines between the two showrooms during markets, he said.