Civilizzation is full of European charm
By James Revada
Special Contributor
Utah Journal of Commerce
August 15, 2005

Upon walking into Civilizzation the senses are smitten with a blend of antiques, custom design furniture and a family's creative vision to bring their European heritage into an environment that satisfies their dream.

The history of Civilizzation goes far beyond the opening of the South Salt Lake store in June of this year. It started in 1902 in Europe when Robert' and Joe's great-grandfather opened his custom home furnishings store. The passion for designing and selling home furnishings has continued to Robert's three children who all work with the brothers.

Although Civilizzation has only been open for three months, "The business has been unbelievable. We've exceeded our wildest expectations," Robert' comments. "99 percent of people have been referred by someone to stop in."

The "grand entrance" welcomes with eclectic charm and accessories from all over the world. The twelve showrooms with fitting names like "Sicily," "Monaco" or "Paris," are exciting to explore.

Several years ago, Robert' discovered a 1920s meat packing plant originally called Joe Doctorman & Sons Meat Packing Company, and found the place he dreamed of for his store. The man who owned the building wasn't convinced that he should sell it to Robert' and seemed insistent on tearing it down to build a seven-story office building.

"It didn't take long for him to see that we were doing incredible things around town," Robert' comments.

With the renovations, the brothers committed to maintain the historical integrity of the 1920s architecture, leaving much of the interiors, as they were almost a century ago. Stainless steel plating on the walls, tracks where the livestock would hang and the remaining 12-foot tall freezer doors are only a few of the many restored interior works of Civilizzation. It's hard to believe you are in a former meat parking plant with the mesmerizing home accents and seductive, framed art.

"It would cost a lot of money to recreate what is here naturally," Robert' says.

Customers love the exquisite attention to detail and often find themselves looking for a piece that is like no other.

The number one seller is the Malone Deep Sofa that was custom built for Karl Malone. The 4-foot by 11-foot by 11-foot, L-shaped sectional sofa has reversible cushions, as does all of their custom furniture. On one side it can be soft, cozy fabric for the summer or rich, hearty leather for the winter.

"We're the only place that does this. It's the best of both worlds," boasts Robert'.

The Malone Deep Sofa is only one of the more than 300 custom designs the family has created. And with more than 400 fabrics to choose from, you will have a one-of-a-kind design for your home.

The European bedroom sets and dining room sets are also popular items. The brothers developed one of Europe's best mattress sets and brought it to the United States to sell.

Civilizzation is committed to the customers' needs.

"We give you the Rolls Royce quality for the price of a Chevy." Much like the Costco concept, the family philosophy is to "give much, much more to the customer in value." Somebody who comes in to buy a sofa won't find the cheapest on the market, but they'll find the best value on the market for high quality. In a business where there is a wealth of innovation and a desire to always create new things, Robert' believes the family's passion instead of profit is what drives them in the industry.

"Explore, experience and discover," is the thought Robert' wants to leave with the customer.

"We want to shock people's senses. We go through life too closed up. Let's open up to be free to create all our possibilities in this life."

What will we see in the future of Civilizzation?

"We will have the most smashing showroom in the country. We will light this town on fire," Robert' continues, "and take design to a whole new level."

But family, frugality, and efficiency are the constants at Civilizzation.