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In early November, Serena & Lily’s first Design Shop in the Southeast opened in Atlanta’s Westside Provisions District. A brand most well-known for its nautical influences, the airy shop feels as though you’ve been transported straight to Sausalito. With an open-air sun porch complete with a garage door and a garden patio surrounded by hedges with twinkling garden lights above, the shop concentrates on bringing the outdoors in … and the indoors out. In fact, it’s not uncommon for visitors to see rattan bench swings in living room vignettes. Serena & Lily PR and Trade Manager Lydia Cullen says, “We want to show that our items can be used in unconventional ways, like a bench swing in your living room … because why not?”

Atlanta’s Serena and Lily, the first of its kind in the Southeast, opened in November at Westside Provisions District.

Atlanta’s Serena & Lily, the first of its kind in the Southeast, opened in November at Westside Provisions District.

It’s not uncommon to find unexpected items like rattan swings styled in Serena and Lily’s spaces.

It’s not uncommon to find unexpected items like rattan swings styled in Serena & Lily’s spaces.

The store is organized like a gracious home where one room leads seamlessly into the next. Entering through the “foyer,” guests are welcomed with a view of nearly the entire space, which reads like an open-concept floor plan. Serena & Lily’s custom furniture surrounds you. Everywhere you turn you’re met with textured pillows, intricate wallpaper and one-of-a-kind artwork. It is through the layout of the store that customers can get a sense of what the brand is all about: sophisticated, comfortable style. In fact, this idea of comfortability is a big part of the shopping experience. Touch the fabric. Fluff a pillow. Try an ottoman. Sit on the sofas (or lay on them) if you want. “A sofa is an investment,” Lydia explains, “and we want people to be happy with their selection.” Don’t hesitate to pick up an item and give it a try; you’re urged to do so.

The oversized artwork to your right when you enter the store was done by co-founder Serena Dugan.

The oversized artwork to your right when you enter the store was done by co-founder Serena Dugan.

Vignettes throughout the store are designed to showcase how products can work together to create personal spaces filled with pattern and color. The shop’s “studio apartment” spaces display items that live in harmony, which allow guests to see how they can mix and match pieces from different collections to create a home that fits their personality. A pinstripe upholstered sofa might be placed near a rattan bed. Several pieces from different sets of pillows and sheets might be combined to create a personalized look. Essentially, there are no rules at Serena & Lily. While the brand has always been known for its passion for pattern and penchant for hues, it doesn’t confine its customers into decor styles. You’re free to select as much color or pattern as you like, and they’ll help you to do so.

Embroidered sheets can be mixed and matched to create a personal, customized look.

Embroidered sheets can be mixed and matched to create a personal, customized look.

Even though the Serena and Lily brand is typically known for color, they are just as skilled at neutral palettes, too.

Even though the brand is typically known for color, they are just as skilled at neutral palettes.

In addition to creating a comfortable space, the Serena & Lily team presents Atlanta with a true Design Shop. A long table fills the center of the room with samples of wallpaper and over 300 fabric swatches available at your fingertips. Original, evolving local art is not only on display in the store, but available for purchase (current displays include works by Lindsey Porter). There’s also a space for customers to work with the store’s design advisors to create the room they’ve always imagined using Serena & Lily’s product range. Bring your own fabrics, or your personal designer, to the shop for design meetings to see how outside fabrics look against the store’s own line.

The store’s design space gives you loads of inspiration and a long table at which to work.

The store’s design space gives you loads of inspiration and a long table at which to work.

Don’t miss Serena and Lily’s selection of bath products. We’re thinking holiday hostess gifts!

Don’t miss Serena & Lily’s selection of bath products. We’re thinking hostess gifts!

The bottom line is this: Serena & Lily is a must-visit for outfitting your home because when it comes to fresh, classic design, its style and comfort are unmatched. Whether you’re seeking a more muted palette or a splash of color, you’re sure to be delighted with Atlanta’s glimpse into the Sausalito lifestyle at Serena & Lily.

Serena & Lily is located at Westside Provisions District, 1198 Howell Mill Road, Atlanta, GA 30318. Hours are Monday through Saturday, 10 a.m. to 6 p.m.; Sunday, noon to 5 p.m.. For more information, visit serenaandlily.com.

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