Restoration Hardware’s Newport Beach Gallery: The Good, The Bad, and The Beige

Revitalizing the RH Experience for Deeper Customer Connections

Restoration Hardware (RH) has long stood at the forefront of luxury, and by 2024, the brand commands 84 locations across the U.S., from galleries to outlets. Each new space deepens RH’s legacy, transforming furniture shopping into an artistic journey. Known for its ability to “blur the lines between residential and retail, indoors and outdoors, and home and hospitality,” RH takes this philosophy to new heights in its newest gallery location: Newport Beach, California.

[97,000 square feet. Yup, you read that correctly]

For three years, the ongoing construction disrupted neighboring stores, with many quietly enduring the chaos. So when my parents shared that the renovation of RH Newport Beach was finally complete, I made a point to visit to see if the space lived up to the hype. Perched on prime coastal real estate with postcard-worthy ocean views, the store is a beacon of aspirational living, complete with wine bars, a full-service restaurant, and a sprawling layout where customers can freely wander and explore.

The experience is undeniably enticing and after spending some time exploring, it becomes clear that RH’s vision is more limited than its luxurious surroundings suggest. To truly justify the $50M investment and secure long-term success, the brand needs to take a more strategic approach—thinking beyond surface-level allure and focusing on creating deeper connections with a broader audience.

A Missed Connection

When Macy’s renovated its New York flagship in 2012, they added a champagne bar on the shoe floor—a brilliant way to keep customers engaged while encouraging longer visits. But years later, with 150 stores closing, the champagne bar hasn’t been enough to create lasting connections.

Today, RH takes it further, with a gourmet restaurant on the top floor outfitted with RH furniture, lighting, and accessories. A nice opportunity to test out how a particular dining chair feels or the height of a table as you eat a delicious meal and drink top-shelf liquor. After paying the bill, customers spill out into the gallery with glasses in hand to imagine the possibilities for their home. RH has become the new go-to-date night spot on Friday night. However, during my visit, it felt like a modern take on a Chelsea art gallery opening, where people show up to be seen, champagne in hand, without any real intention to buy.

[The new date night destination]

Building a Loyal Community

The restaurant and wine bars are bold, inventive moves, but RH needs to push the boundaries even further. I love the idea of a couple enjoying dinner, and as they pay the bill, their waiter offers a complimentary glass of champagne to connect them with a gallery expert to assist with design advice and answer any questions as they explore the floors, shopping for their home. A similar take to what you might experience if you visit any luxury store on 57th Street. In addition, there’s an opportunity to expand beyond dining, offering local guest chef residencies or cooking glasses to strengthen their connection with the community further and build a loyal fan base. If executed right, these experiences could turn RH from a place you visit for a meal into a destination that keeps customers coming back—and buying—for years to come.

The Perils of Neutrality

It’s impressive that RH's sales figures continue to rise despite its neutral-heavy color scheme which connects to a niche demographic. RH must have been thrilled when Pantone named Mocha Mousse Color of the Year as their entire assortment’s color palette aligns perfectly. However,

Viv Chen

from The Molehill substack puts it bluntly:

‘For me, the color does not stand for anything comforting, aspirational, or hopeful. Rather, it represents the cowardice of neutrality in a cultural moment when we cannot afford such passivity.’

Her quote echoed in my mind as I walked through the four stories and 97,000 square feet dripping in sad beige. Some might argue that neutral tones evoke the calm of a spa day or the polished luxury of a celebrity home, but to me, it felt lifeless. While those environments may have their place, they lack the vibrancy that makes a space truly dynamic and personal. In today’s market, where creativity and personalization are key, RH’s uniform designs limit its broader appeal, leaving potential customers disconnected.

[Photos from Yelp users capturing the monotony in all its glory]

The Power of Color to Cultivate Connection

RH has the opportunity to break away from neutrality to truly build deeper emotional connections with its audience. By incorporating unexpected pops of color and more personality into its design, RH can transform its spaces from simply luxurious to deeply engaging. Strategic limited-edition collections or color-themed rooms inspired by the seasons or holidays could resonate with customers on a personal level. Imagine warm, earthy tones and cozy textures for autumn or vibrant, rejuvenating colors for spring. Holiday editions, like festive reds and greens or serene blues and whites, could elevate RH’s spaces into seasonal sanctuaries.

These dynamic ever-evolving experiences will draw customers back, ensuring RH’s spaces remain captivating and relevant all year round. RH can forge deeper connections by elevating the brand’s appeal and fostering long-term loyalty in a competitive market by tapping into the emotional power of design.

--

With multi-million dollar investments in new galleries, RH must move beyond surface-level appeal. To build lasting emotional connections with customers, they must embrace dynamic designs and vibrant colors. These elements will inject personality and flair into each space, transforming date night into an immersive experience that drives conversion and loyalty. Coupled with community-driven experiences, RH will turn its galleries into lasting destinations, not just places to view art on Friday nights.