First Look:’s Debut Furniture Collection And Popup Showroom

First Look:’s Debut Furniture Collection And Popup Showroom

The online design retailer is hoping to lure customers from existing modern furniture retailers with exclusive new products.

Dave Pinter, PSFK

Online retailer debuted their first private label furniture and home accessory collection called Happy Modern during NYCxDesign. The brand opened a popup showroom in Soho to feature all the pieces they host online and to give visitors a chance to see, try out, and order the pieces on view.

Fab’s first foray in producing and selling exclusive items is a move to better establish the brand as a supplier of good design. The Happy Modern Collection aims to offer three traits Fab hopes will resonate with consumers. An enduring quality in which pieces are designed to last, originality in design, and accessible price points.


Fab has created an in-house design team who developed a number of pieces and in addition tapped talented established and emerging designers to contribute their work. The result is a surprisingly broad and varied range of product that spans from crisp modern pieces to the more quirky and fun items. The showroom does a good job of showcasing items together in room vignettes as well as isolating larger pieces like the sofas to highlight features and options available on each. The price points look to compete squarely with CB2, West Elm and even IKEA. Most all of the sofas start at well under $1,000 and are made in Europe. Our first impression of the collection is that the overall quality and prices are very good.

Here’s a photo walk-thru of the first floor:






Nordic Collection









Downstairs is an exhibition called ‘First Things First.’ Fab put out a challenge to the world-wide design community to submit ideas for the first object that makes a house a home. In total, prototypes from nearly 50 design professionals and students are on display. Fab is going to conduct an internal review of all the pieces and eventually select the best ones that will be considered for production.




Rope Settee by Ana Jones, Student Pratt Institute


BRDI Cafe by David + Calvin Laituri


Honey, I’m Home by Lux Cabrea + Malorie Pangillnan, Students NJIT


Frank, Jenny, Shane, Emma, Tom, Hank by David Barry

Fab Presents Happy Modern
151 Wooster btw Houston and Prince
New York
Open through the end of June 2014.

Photos: Fab, Dave Pinter

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