Press Releases

Back to All Press Releases


CHICAGO, April 18, 2017 – True® Refrigeration—the leading refrigeration and freezer choice of top chefs, hotels, beverage providers and discerning homeowners for more than 70 years—will be unveiling the new “True Residential Design Showroom – Chicago” at LuxeHome® in downtown Chicago’s famed Merchandise Mart, establishing its presence at one of the most prestigious design destinations in the country.

LuxeHome, the world’s largest collection of premier boutiques for home building and renovation, home to over 35 boutiques spanning over 125,000 square feet of space, welcomes True to its Design Resource Center in suite 163. The Design Resource Center at LuxeHome is 6,000 square feet of inspiration and offers visitors the opportunity to seek new ideas, whether browsing through the elegant vignettes or consulting with the resident LuxeHome Concierge in order to customize their shopping experience.

“True’s custom-designed space at the Merchandise Mart will feature multiple vignettes that showcase our industry-leading refrigeration products and multiple customization options, providing the ultimate inspiration for homeowners and designers,” said True Director of Sales and Marketing Steve Proctor. “We look forward to presenting our residential products to the Chicago market at this new esteemed location.”

“We are excited to unveil True Refrigeration’s boutique showroom at LuxeHome to feature its elegant and impressive residential kitchen appliances,” said Blair Loftspring, Marketing Director, Building Products Industry, theMART. “Designers, architects and homeowners will have the opportunity to see these luxury kitchen products firsthand in a custom-designed setting that will spark their imagination and help them envision all-new possibilities for their homes.”

TWEET THIS: New @true_res showroom in @LuxeHome_Chi includes indoor & outdoor #kitchen vignettes custom-designed by @VDADesigns

The new residential showroom was custom-designed by Vanessa Deleon—a well-known New York-based interior designer, lifestyle expert, television celebrity and True Brand Ambassador. The space features three vignettes of different design aesthetics (traditional, transitional and modern), a center island showcasing True’s outdoor applications, and a wall-sized “Build Your True” display featuring the company’s new color finishes and hardware options.

“I wanted to create an innovative, forward-thinking space that tells a story with True's refrigerators and freezers at the forefront. Each beautiful vignette relates to a different design genre, featuring show-stopping cabinets and gorgeous countertops without taking away from the appliances,” said Deleon. “Specific, little details like the steel doorframe to complement the stainless, or gold knobs to pair with True's new matte black finish and copper hardware, truly celebrate their products.”

The True showroom at LuxeHome will open in April and encompasses nearly 500 square feet. It will be open to the public on weekdays from 9 a.m. to 5 p.m. and on Saturdays from 10 a.m. to 3 p.m.

For more photography featuring custom-designed spaces that utilize True Refrigeration’s new products, custom finishes and hardware options, see “True at KBIS 2017” on True’s website.