EYE FOR DESIGN

Steven Ortego COURTESY PHOTO This is a design studio," says Steven Ortego, Studio Proprietor at Design Within Reach. "But there's a common misconception that we're simply a retail outlet because we're in a mall." The Coconut Point location is one of 70 unique DWR studios around the country.

"I'll typically go out to our clients' homes when asked," says Mr. Ortego. "We're working on a home on Fort Myers Beach right now, a small two-bedroom house, Olde-Florida style. The clients have kept the original moldings and hardwood floors," he says, "and are incorporating new bead-board true to the original architectural style of the house. But they're using our very modern furniture, iconic pieces. It's a really cool project."

Mr. Ortego reveals DWR's market niche: Its founder was determined to bring "fully licensed classics" directly to the consumer, without an intermediary. At each studio, he explains, you'll find worldclass modern furnishings, manufactured by the company holding the license to the designer original (as opposed to nonlicensed reproductions). Visitors find themselves dreamily running their hands over the timeless designs of Herman Miller, Knoll, Cassina, Stua, Vitra, Emeco, Kartell, Unopiu, FLOS, Humanscale and Tuuci.

Prior to DWR, these collectible furnishings pieces that will be handed down from generation to generation would only have been available to the public through "the trade": an interior designer, architect or other source. "DWR opened up the world of modern design to the general public," Mr. Ortego says. "There was no conduit here in the United States. It put design within reach." (And thus the name). Mr. Ortego and his crew are style-oriented experts on space planning, and convey available options: different materials, different colors.

Just this month, Mr. Ortego is transforming his Coconut Point hot-spot into the first Outdoor Lifestyle studio for the company. He's now filled his space with an inspired collection of cool and useful things for the great outdoors every one of them a design classic. There's the sleek battery-powered lawn-mower; sculpture-like tables in aluminum and tempered glass; gorgeous chaise lounges; and even "rainwater hogs," wall-mounted cisterns with style. Ortego is especially pleased by a new collection of practical items called Tools for Living... shiny Tiffin lunchbox sets; the Charly- Box (a foldable/portable doggie bowl); canvas water buckets; a hand-forged shovel and spade.

What makes Mr. Ortego so uniquely suited to the challenge of educating people about the classics he sells is his own preference for mixing it up. "At home," he says, "I have a huge, antique mahogany desk, paired with an Eames chair in black leather and chrome." I like the aesthetic of Modern, but I think the most beautiful thing is the mix of warm wood with cold metal. I like the balance."

Mr. Ortego points out DWR's "Navy" chair, a shiny aluminum chair suitable for a dining table or desk that comes with a riveting description. "It was designed for the U.S. Navy, has a 150-year-warranty . . . and is built to withstand a torpedo blast," says Ortego, with a wry smile.

Mr. Ortego, who studied design in his native New Orleans, comes naturally by his verve for design. His family includes a builder, an architect, two designers, and grandparents who owned an Ethan Allen franchise. "It runs deep," he says with a laugh. "There was never any doubt at all what I'd be doing."

He worked for Saks and Gucci before landing his dream job with DWR in West Palm Beach. "The first time I opened the page of the catalog, I was hooked," he says. "I loved everything they sold."

Mr. Ortego thrives on introducing people to his studio, and often hosts free special events for just that purpose. "I've had The Grape do a rack of lamb for a wine tasting, during the Wine + Chair Event," he says. "Then we had Johnny Rocket's grilling hot dogs for our Airstream exhibition. And Harley- Davidson was here, during our custom leather event," he says. "Hooters did the food for that."

"We are not pretentious here," says the easy-going Mr. Ortego, pointing to his jeans and T-shirt. "Stop in on a Friday night for a beer or glass of wine. Bring your dog. If you're going to a movie or dinner, stop in, say hello, kick back, and learn something about modern design. I don't care how traditional you are," he says. "If you walk around this studio, you will find something you like. There's something for everyone here. It's a lot of fun."