ROCHESTER, NY— The primary dictum of real estate may be “location, location, location,” but in the world of kitchen and bath showrooms, “space, space, space,” is the more familiar refrain.

When the design team at Bryce & Doyle was planning the move to a new showroom, space was the key to presenting fresh and comprehensive displays.

“We decided to really emphasize our passion for home customizing, which our previous 800-sq.-ft. showroom was too small to allow for,” says Richard J. Doyle, president of Bryce & Doyle Craftsmanship.

The answer was an historic 130-year-old building in the northwest section of Rochester.

Purchased in 2004, the building and surrounding lot were adjacent to the company’s existing showroom. The initial buy was motivated by a need for expanded parking space, but renovating the historic building posed a tempting challenge.

Design Theory

The entire staff had input into the design of the new 3,800-sq.-ft. space.

“The space was designed from the inside out,” says Doyle, who used architectural moldings, including a custom paneled 24"-deep archway separating adjoining kitchen and media room displays. The showroom also has Arts & Crafts-inspired details, numerous windows and coffered ceilings.

The age of the building provided challenges, but these were no match for senior designer Shannon Ryan Cooper.

Additionally, “Interior designer Maury Catcheye was a large contributor to the success of the new designs,” says Doyle, adding that that the firm’s “whole house” concept is what sets the showroom apart.

“We strived to showcase every part of the home, from the powder room to a luxury kitchen to the exterior patio,” he says.

The showroom has a total of eight display rooms, with five of those displays considered to be “working.” Clients are encouraged to use these displays, which include a Wolf oven, a Kohler whirlpool and a custom shower with rain showerheads and body sprays.

“We see a value in people experiencing these luxuries before they determine what they need and what they want,” comments Doyle.