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First Look: The White Room Bridal Showroom


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The White Room showroom

Jahna Peloquin

The showroom of new bridal retailer the White Room is, in fact, a unit in a vintage brownstone fourplex in Uptown. The cozy dwelling features white walls, wood floors, and fanciful vertical gold stripes painted along the hallway. Astrud Gilberto’s bossa nova classic "The Girl from Ipanema" fills the airy reception room; coffee is served in white porcelain tea cups, and scones from a nearby coffee shop are offered. It’s a New York-style showroom with an Uptown Minneapolis twist.

When they founded the White Room, owners Anne McNulty and Carmen Duerr had set out to create something unique in the world of Twin Cities bridal: a shop specializing in a fashion-forward selection of wedding gowns from lesser-known, high-end boutique brands.

Their showroom features Spanish lines Yolan Cris and Rosa Clara, whose designs emphasize romantic lace and sophisticated silhouettes; Australian designer Johanna Johnson, known for her gorgeous silk gowns that are a modern take on old-Hollywood glamour; New York brand Houghton, which has a fashion-forward, bohemian vibe; and Jennifer Behr Accessories.

“You always hear about Vera Wang and Reem Acra, but we’re not trying to be the store that carries name brands. We wanted to bring in something different from other bridal boutiques in town,” says McNulty. At the same time, she acknowledges, “We’re in the Midwest and we don’t want to try to be New York.”

Though the pair each have a long history in the service industry, McNulty’s experience skews toward the business and marketing side, while Duerr’s background as a seamstress for more than 20 years gives her a solid understanding of the intricate details that go into dressmaking and tailoring. (Accordingly, she does all the alterations for their clients’ gowns.)

For now, the showroom is open by appointment only, though the owners hope to open a boutique by early summer; they’re currently on the hunt for the perfect spot. In the meantime, you can book an appointment at the showroom or check out a selection of the White Room’s wedding gowns on display at North Loop boutique Arrow, which is currently hosting a two-week pop-up event for the retailer.

Pop-up now through Feb. 27, Arrow, 121 N. 1st St., Mpls., 612-339-1663. Appointments are available at the White Room showroom via thewhiteroommpls.com

More images from the new showroom and looks from the White Room's designers:

Accessories by Johanna Johnson and Jennifer Behr

Designs by Houghton

Design by Houghton

Designs by Houghton

Design by Houghton

Design by Yolan Cris

Design by Yolan Cris

Design by Yolan Cris

Design by Yolan Cris

Design by Yolan Cris

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