| Nov 9, 2010 |
Tui Lifestyle opens NY showroom, plans for national expansion
Boh staff
By Staff

Interior Designer Tui Pranich announces the opening of the new Tui Lifestyle showroom in SoHo, New York, where Pranich and business partner Jason Atkins will sell affordable luxury with high-style interior packages. The new flagship store will mark the company's first step toward authorized dealers nationwide.

The concept has been popular among condominium developers in Miami and New York, and boasts celebrity clients such as Jennifer Lopez and Francis Ford Coppola.

“We control every step of the process, from the design of the furniture and selection of accessories to manufacturing, warehousing inventory, delivery, and white-glove installation,” notes Atkins. “This assures the highest quality in our products and the services. It also allows us to pass our savings directly to our clients.”

Packages range in price from $10,000 to over $50,000, and emphasize high quality components, and beautiful natural materials. They include custom-made upholstered and case pieces to artwork, decorative accessories, mattresses, sheets, towels, cookware and flatware, music compilations, scented candles, fresh flowers or orchids, and bath essentials—all delivered and installed by its staff within days of a client’s visit to the showroom. The packages are turnkey and delivered within 72 hours to a week depending on the location. 

“My approach is to present all of the elements of luxury living in turnkey room packages that make it simple and easy to live well,” Tui said. “Our clients get instant designer results at a fraction of the cost.”

A Tui Lifestyle home, he says, should be “comfortable, beautiful, inviting, and reflect the personalities of the people who own it. I am constantly traveling and selecting items for high-end private clients, so I am always attuned to the best things, whether enduring styles or emerging trends,” Tui notes. “I translate this experience and awareness into the creation of attainable luxury. All the client has to do is bring clothing and a toothbrush.”

With its expansion into new markets, the company plans to offer designs inspired by new locales: New York City, Los Angeles, Las Vegas, Chicago, and cities in South America.





Created by international designer Tui Pranich and Jason Atkins, the firm’s chairman, TUI LIFESTYLE is a groundbreaking approach to interior design: luxurious turnkey room packages comprising furniture, decorative accessories and luxury amenities. Currently, TUI LIFESTYLE stocks seven distinctive “high style, simple price tag” packages to be ordered and completely installed within days. From consultation to completion, the process takes only one week nationwide and less within a 300-mile radius of the company’s distribution centers. The company opened its first showroom in Miami in 2008, followed by its headquarters and main showroom in North Miami in 2010.  TUI LIFESTYLE launched its New York showroom at 136 Greene Street in SoHo in November 2010.  From the start, its designer rooms at attainable prices have attracted a style savvy local, national and international clientele. Packages are priced from $10,000 to over $50,000—as much as 40% off retail prices with their innovative package pricing.



Born in Thailand, Tui Pranich is the son of an international banker and a style-conscious, Swiss-educated mother. Schooled in Switzerland and Connecticut, Tui was exposed at an early age to the jet set lifestyle and the homes of wealthy and prominent family friends in the United States and Europe. He earned a degree in architecture from Cornell University, and worked for architectural and design firms in New York City and Palm Beach before focusing on interior design and establishing his own office, Pranich & Associates. Tui’s 25-year career includes projects for billionaires, pop stars, film celebrities, and royalty; his design portfolio presents a range from furniture to decorative accessories, from Vermont ski chalets to Palm Beach mansions, Caribbean retreats, and Paris pied-à-terres. In New York, he recently designed the residential spaces at 75 Wall Street and at the Setai on Broad Street. Like a couture designer, Tui unveils new TUI LIFESTYLE room concepts throughout the year.

Want to stay informed? Sign up for our newsletter, which recaps the week’s stories, and get in-depth industry news and analysis each quarter by subscribing to our print magazine. Join BOH Insider for discounts, workshops and access to special events such as the Future of Home conference.