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08.01.2017

CHICAGO, August, 2017 – True® Refrigeration—the leading refrigeration and freezer choice of top chefs, hotels, beverage providers and discerning homeowners for more than 70 years—is opening a dynamic showroom space in Chicago’s iconic Merchandise Mart this month. Custom designed by NY based interior designer and True Ambassador Vanessa Deleon, the True Residential Design Showroom is open to trade professionals and consumers, (M-F, 9 a.m. to 5 p.m.; Saturdays, 10 a.m. to 3 p.m.). Located in the Design Resource Center (suite 163) within LuxeHome®, True joins the world’s largest collection of premier boutiques for home building and renovation.  

“From inspirational vignettes representing different styles, to a special display of outdoor applications, to a ‘Build Your True’ mural that allows visitors to play with custom finishes and hardware options, the True Residential Design Showroom offers a rich and comprehensive brand experience. A complementary resource to our growing network of True dealers across the country, the opening of this specially-designed outpost is a great benchmark for True, as the brand continues its trajectory of growth in the luxury residential sector,” remarks True Director of Sales and Marketing, Steve Proctor.

Blair Loftspring, Marketing Director, Building Products Industry, theMART, comments, “True Refrigeration is right at home among the exceptional collection of boutiques at LuxeHome. Visitors have the opportunity to see True’s luxury kitchen products firsthand in a custom-designed setting that will spark their imagination and help them envision all-new possibilities for their homes.”

Of the made-to-measure showroom, Deleon says, “My aim was to create an innovative, forward-thinking space that tells a story with True's American-made refrigeration products at the forefront. Each vignette relates to a different design genre, featuring cabinets and countertops that complement and showcase the beauty and quality of the appliances. Specific, little details, such as a steel cabinet door trim to complement the stainless steel of the fridges, or copper pulls to pair with True's new matte black finish and copper hardware, truly celebrate the brand.”  

TWEET THIS: New @true_res Chicago showroom in @LuxeHome_Chi “tells a story with True's American-made refrigeration products” –Vanessa Deleon @VDADesigns