frankly speaking

Houston custom home builder opens state-of-the-art new showroom

Imagine a custom home builder capable of radiating such cool confidence in the execution of their finished product that they’re happy to maintain the property long after the completion of the project—impossible? Enter Frankel Design Build. The Frankel experience begins in their exceptional new client-only design showroom, where the firm’s signature scent (none other than luxury brand Loewe’s Tomato Leaves candle) permeates the air and “ends,” so to speak, with enrollment in their home maintenance and management program.

The innovative, multi-award-winning, Houston-based firm recently debuted a swanky new design showroom in the Houston Design District showcasing product vignettes and technologies far exceeding what is available to preview with other custom builders. The showroom brings truly custom features to life, including a full-sized vault door; a custom quartz hydraulics-lift meeting table that doubles as a standing workspace; a 14-foot, sliding glass door system by Mirror Gallery, Inc.; along with herringbone hardwood floors, a full bar with custom metal fabricated details, and Venetian plastered walls.

Clients will find a curated range of selections — from tile, hardware, and plumbing fixtures to lighting, custom cabinetry, and millwork — sourced from trusted industry partners such as Visual Comfort and Ann Sacks, among others. This unique blend of offerings empowers clients to personalize every detail with intention.

For nearly four decades, the Frankel family’s luxury residential home business has maintained a reputation for a client-forward culture. Founded in 1988 by Jim Frankel, sons and current co-presidents Scott and Kevin Frankel are continuing this legacy through their new showroom.

“We are trying to create the best environment for people who design and the best customers to get together and come up with great ideas,” Scott tells CultureMap. “I think it’s a little different for a home builder, particularly a custom home builder, to open up a space that is just for their clients to enhance that experience.”

Each area of the showroom has been outfitted with high-tech A/V equipment that will allow clients to engage with the Frankel team remotely, if need be. “What we’re trying to do, as our clients are busy — they’re active, they’ve got stuff going on in their personal lives, kids, work — we’ve tried to put together a facility that puts together interior design and architecture, and put our clients in a position where they’re able to do this, and they’re not having to run all over town,” says Scott. “It’s a pretty big investment for a home builder to make on the custom side.”

With thousands of tangible samples on-hand, including full-sized door and glass options, the Frankels recognize that keeping up with a showroom of this magnitude will require a lot of management, but it’s not a challenge they’re prepared to shy away from.

“Our interior design team isn’t just helping clients make their selections. They are looking at everything that’s out there and then making sure that this place is curated to building and designing a home right now,” says Kevin. “It has to be a lot of showrooms in one.”

Potential custom home buyers sometimes find themselves apprehensive when exploring the possibility of building homes, mostly due to some illusive bad experience a “friend of a friend” had when working with a builder. Frankel Design Build puts clients at ease through their active flexibility. “This for me is just so different from what custom builders try to do. Typically, what they are doing is going ‘you are limited to this,’” says Scott, noting that anything their team has chosen is already in the budget — there are no surprises.

Ever the realist, Kevin understands that social media can play a large part in determining whether clients stick to their original selections.

“It’s such a long process, and we want people to feel good about it. It just takes more management from us, which we’ve always been willing to do,” he says. “The day after your plan is done, do we expect for you to stop looking at Instagram? We don’t. We have to be flexible. We know you’re looking at Instagram.”

Through their family of companies, which also includes AVEA Pools & Outdoor Living and Frankel Home Care, Frankel Design Build far exceeds what any reasonable person would consider “turn key service.” Once a Frankel home is complete, a user-friendly customer portal through Frankel Home Care allows for home care services to be scheduled at the click of a button.

“Every home that we build, our goal is to help the customer understand that there are certain things that they might need to maintain forever. We don’t just build houses now, we build pools — we have to — and we clean those pools every week. We service generators, we clean gutters, we wash down driveways,” says Scott. “The problem is, you move in, I give you this house, and now what? To live in a house you need a list of people. I don’t want my customer to have to do that. We are in the custom design and service business — we are in the long term care business.”

Photo by Kerry Kirk

Welcome to Frankel Design Build.

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respectful design

New Montrose studio brings bespoke European design to Houston

Photo by Laurie Perez

Armazem.design is located in the historic Winlow Westheimer buildings.

Houston’s newest interior design showroom is a dazzling display of how historic preservation and swanky European design can slip into a harmonious dialogue that quietly dismisses the longstanding notion that contemporary furniture has no place within the oftentimes rigid constraints of a traditional home.

Tucked between The Upper Hand Salon and The Phoenix Pub in the historic Winlow Westheimer buildings, Armazem.design is a lifestyle design boutique carrying elevated European design and architectural solutions from century-old brands such as Arclinia, Lema, Barausse, Foscarini, Gaggeneau, and Sub-Zero Wolf.

The name Armazem pays homage to founder and principal Jon Fante’s Brazilian roots. Traditionally, armazems were community cornerstones — general stores where people not only shopped but also learned, connected, and built long-term relationships. Appropriate then, that Fante would choose to nestle himself between a salon and a pub, two businesses that are traditional archetypes for familiarity and community.

Armazem.design is set up like a bespoke home as opposed to a traditional contemporary design concept space. With everything from stately 1920s Victorians to cozy 1930s bungalows still in play in Montrose, setting up shop in a “Houston Browns” brick building from the 1930s — complete with original wide plank floors, exposed brick interior, and open rafter ceilings — allows clients to get a genuine feel for how the product lines work within the framework of these older homes.

Fante, who was born, raised, and educated as a civil engineer in Brazil, came to the States in 2006 to handle US operations for Florense. Fante retired from his position as CEO in 2017 to start Armazem.design in Chicago. The decision to expand to Houston is something that Fante says was a no-brainer, as Houston has been moving towards a more contemporary style overall.

“What we are trying to show here is that you don’t have to be in the extremes. You don’t have to be in the extremes of classic American design, which is beautiful, and what is also perceived here as European design, which is super contemporary, which is also beautiful,” Fante tells CultureMap. “There is a breadth of solutions in the inbetween.”

The buildout for Armazem.design takes clients on a journey through two kitchens, a living room, dining room, generously-appointed closet and dressing space, home office, and casual den space, all outfitted with wall units, complex storage solutions, and warm, comfortable furnishings. Formerly open spaces have been divided into distinct concepts using architectural partitions that can be designed for any space.

Every aspect of Armazem.design is custom made to order. The design may follow a more European school, but there are wooden elements and handmade objects that protect their environment from the contemporary curse of feeling cold, uninviting, or institutional. With lead times around three to four months, going bespoke here is as accessible as placing orders from mainstream retailers.

“While there is a focus on kitchens, there are a lot of different products that we bring,” says Fante. “We are a showroom that is focused on interior architectural applications for home. We have partners in doors, partitions, wall paneling, closets — there is a lot. We got this historical place in Montrose and we made it as a home. We want people to walk in and feel like they could live here. It’s very comprehensive.”

The owners of the building are currently working with the city to gain historical recognition, something that would mean a lot for the neighborhood, and to Fante.

“We were very lucky to find this space. We preserved every historical element in the showroom — you see these very rustic floors, these floors are almost 100 years old.” Fante discovered more of the historic “Houston Browns” brick during the renovation (the classic Houston brick has been out of production for decades), all hidden behind swathes of drywall. “We ripped that all out to expose the true character of the space,” Fante explains. “Of course we kept the brick.”

Fante shares that the decision to restore the building led to a phrase from an architect in their Chicago showroom that has remained their motto here in Montrose: “Let’s not bully the space, let’s respect it.” That’s a sentiment that the entire neighborhood can get behind.

Armazem.design is located at 1911 Westheimer Road and is open Monday through Friday from 9 am-5 pm.

Photo by Laurie Perez

Armazem.design is located in the historic Winlow Westheimer buildings.

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