Photos courtesy of Lelch
Looking for fresh inspiration—and the right people to build with? Lelch, Pella, and GlassArt Design are throwing a summer showcase that’s part networking event, part design deep-dive, and all about what’s next in luxury living. On Wednesday, Aug. 21, at Edina’s Room & Board, the three partners will join forces for a one-of-a-kind industry open house designed exclusively for architects, builders, designers, and trusted trade vendors—and it’s shaping up to be one of the season’s most exciting networking opportunities.
“We really want it to be worthwhile for the attendees to know that, hey, it’s builders, architects, designers—that’s the main crowd,” says Masha Romer, director of business development at Lelch. “You’re going to be able to network; you’re going to be able to promote your business to people who will be able to partner with you and bring clients to you.”
Lelch, a leading AV and automation firm, tapped two longtime partners—Pella and GlassArt Design—to co-host the event, creating a multidimensional showcase across the luxury residential spectrum. Each partner is bringing their best to the table: Pella will spotlight its luxury window and door line—a sophisticated offering that, according to organizers, is still flying under the radar for many trade pros. GlassArt Design plans to showcase architectural glass and custom metals, while Lelch will transform the venue into an ultimate AV experience.
“We’re doing a lighting installation in one of the rooms,” says Rhi Roehl, executive assistant and marketing coordinator at Lelch. “We also have some shades—different types of automated shades that we’re going to be showing off, indoor and outdoor. One of our awesome manufacturers is going to do an outdoor audio installation … and we’ve got speakers from the brand that are in Range Rovers and Land Rovers.”
The choice of venue is no accident. Room & Board’s expansive, design-forward showroom offers both flexibility and style. Romer describes the venue as “modern,” “comfortable,” “clean,” and “pretty,” while Roehl applauds its ample parking and central, convenient location.
The brands will activate separate “rooms” within the showroom, creating distinct experiential zones that give guests the freedom to move, mingle, and explore at their own pace. “We’re going to have some appetizer tables and a couple bar locations throughout,” Roehl says. “[We’re] really just trying to make it easy for everyone to network … kind of a fun, upbeat, end-of-summer type of vibe.”
Expect thoughtfully curated bites, beverages, and giveaways throughout the event. The goal? To celebrate the industry, showcase innovation, and build real community in a way that feels elevated and intentional. “It’s a little bit of us giving back to the builder and architect community,” Roehl says. “We’re being very intentional with it and really trying to educate in a fun way.”
While Romer confirms RSVPs are encouraged to help with headcount, catering prep, and giveaway planning, walk-ins are always welcome. “It’s a free event,” Roehl adds. “We’re a ‘the more the merrier’ crowd. That has always been our style.” RSVP here.
