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Saturday, Jun 3, 2023

This Pirch Has View To Be Seen

Wondering if that secret recipe for your tomato cream sauce is going to work on the new kitchen stove you’ve been eyeing? Pirch, a new shop in the Glendale Galleria, has a concept for easing your fears: live in-store cooking demonstrations. The lifestyle, hospitality and retail showroom features professional cooks who showcase the different appliances offered at the retail store. “Our concept is to come in and test out the product before you buy it, and make sure it works with the way you cook,” said Maria Meeuwisse, director of marketing for Pirch, founded in 2007 and owned by Fixtures Living in San Diego. The 24,000-square-foot store offers more than 30 different showers, two fully-functional bathtubs, and a range of kitchens, refrigerators and other household appliances. While you can’t take showers at the store, chefs are on-site to show consumers which type of stoves or ovens work best with a particular style of cooking. Customers can have a one-on-one demonstration with a chef and cook unique recipes, while customers at a larger social event will be entertained with a chef’s prepared recipes. About 3,000 people walk through PIRCH’s Galleria showroom weekly, which is more than the other three locations in Costa Mesa, Rancho Mirage and San Diego. Indeed, the store caused such a stir that the Glendale grand opening in October drew more than 2,000 people, including movie star Reese Witherspoon. The foot traffic has been welcome by the mall’s owner, General Growth Properties Inc. of Chicago. “ The traffic levels are much higher. Both have benefited from each other,” said Larry Martin, senior general manager of the Galleria, – Jacquelinne Mejia

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