What Is That Building? It's The New Restoration Hardware Gallery At Cherry Creek

DENVER (CBS4) - A new eye-catching building on 1st Avenue near Cherry Creek Mall has people wondering what's inside.

What's inside is 70,000 square feet of furniture. It's the new Restoration Hardware Gallery. It's one of the largest RH stores in the country. It has a rooftop patio with displays of outdoor furniture. It has furniture for babies, teens and adults -- and furniture for those with modern tastes, and those who prefer more traditional looks.

What makes the store unusual is the building, which has no signage and looks more like a townhome complex.

"What kind of building is this? What is that building?" a Cherry Creek patron said.

"It looks like a condo … an apartment complex," another said.

What's important to Denver is the idea that it offers new life to a shopping center that is now 25 years old. Cherry Creek Shopping Center's General Manager Nick LeMasters says it brings a new shopping experience to customers.

PHOTO GALLERY: Opening Of RH Denver, The Gallery At Cherry Creek

"I think the RH Gallery speaks to the resiliency of Cherry Creek. After Saks closed in 2011 there were questions that were asked … is the mall still relevant?" LeMasters said.

LeMasters strongly argues that the mall is indeed relevant and that the new high-end furniture store will attract new customers from around the region because it offers them a new shopping experience.

There is also a staff of designers to help customers personalize their homes.

RH Gallery, as it's being called, opens to the public on Friday. Not having large signage on the building -- simply and "RH" -- is intentional. The store says the unique design and architecture will bring people in and it's a great way to market.

LINK: RestorationHardware.com

Suzanne McCarroll is a general assignment reporter at CBS4. Her stories can regularly be seen on CBS4 News at 5 p.m., 6 p.m. and 10 p.m. Connect with her on Facebook and follow her on Twitter @SuzanneCBS4.