It has become so common to hear people saying that the shop Design Within Reach is actually far "out of reach". Maybe with the easy availability of online comparative shopping, DWR is no longer unique in connecting the typical shopper with great design. In the opposite direction, Design Without Reach shows tired consumers alternative DIY ideas that replicate, with humor, some favorite modern design pieces.
While some of these look like they would make fun DIY projects, I think the attitude of "lighting up" on this website is more important than anything. When we take the initiative to create within our homes we end up feeling happy in spaces that are unlike everyone else's.
Maxwell left teaching in 2001 to start Apartment Therapy as a design business helping people to make their homes more beautiful, organized AND healthy. The website started up in 2004 with the help of his brother, Oliver.
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