Think of modern design—known for its clean lines, geometric forms and use of organic elements—and cities like Palm Springs, Miami, Atlanta and New York City come to mind. But for Steven Ortego, historic Charleston was the ideal place to open a design showroom specializing in multifunctional furniture with minimalist style.
“I was still working in New York when I first moved to Charleston and did that commute for five years,” says Ortego, who eventually quit his job with Italian design brand Seletti to open Iola Modern in 2017. Located in North Charleston, the retailer features high-quality furniture, lighting and decorative home accessories from more than two dozen modern design brands. Having built a loyal following over the past eight years, Iola Modern has become the go-to destination for Charleston-area residents and design professionals with an eye for innovative interiors.
“We are the source for authentic design,” says Ortego, whose mother and grandmother were interior designers. The Louisiana native spent countless hours in his family’s furniture store during his youth and studied interior design at Delgado, where he also developed an affinity for the mid-century modern aesthetic. He went on to manage showrooms in Florida and California for Design Within Reach before moving to New York City, where he stepped into the role of national sales director for Seletti.
Although moved by the ornate millwork and moldings of historic Charleston architecture, he was most captivated by the juxtaposition that exists in blending modern furniture and lighting with these classic design elements. This effect spoke to his desire to pursue his entrepreneurial dreams in a place where he could put down roots.
“I saw the opportunity for the business that we have but also for a nice life,” Ortego recalls. He took the leap of faith to launch his own design venture, named after his great-grandmother, Iola, and the business quickly gained a foothold in the local design market.
The original showroom for Iola Modern was housed in a World War II-era Quonset hut in Park Circle, but after a few years, the firm outgrew the space. The current showroom in North Charleston spans more than 4,000 square feet and is filled with furniture and lighting displays by leading manufacturers from the United States and abroad, including BluDot, Tom Dixon, American Leather, Moooi, and Danish design houses Normann Copenhagen and Gubi.
The selection of living room furnishings includes low-profile sofas, shapely lounge chairs with elegant curves, smooth walnut end tables and leather swivel armchairs straight off the set of Mad Men. Additional displays highlight sculptural travertine and glass tables, wire mesh barstools in vibrant hues, Italian lacquer wardrobes and closets, and eclectic and innovative lighting, among other furniture selections. Every area is a homage to the artistry of modern design.
With a deep appreciation for the creators’ originality, Ortego is committed to showcasing the exceptional craftsmanship of the furnishings he carries. “You’re not seeing replicas or knockoffs in our showroom,” Ortego says, adding that many of the furnishings are heirloom-quality. To that end, Iola Modern is a proud member of Be Original Americas, a nonprofit creative advocacy group, and has taken a professional oath to preserve authenticity and original design. Although modern and minimalist design styles have regained popularity among a broader audience in recent years, Iola Modern doesn’t follow trends. “We’re not like fast fashion in the furniture or home design sense,” he says. “The idea is for you to have something you live with for 10, 15 or 20 years, or a lifetime.”
In keeping with the retailer’s eye for excellence, Iola Modern also focuses on personalized service. From design consultations to furniture and cabinetry to installation, the staff can coordinate every part of the process to create one-of-a-kind work and living spaces. Helping customers and other design professionals understand how furniture is made is also a priority, Ortego notes. When people learn about the materials and construction methods used for a particular piece, they not only appreciate the artistry but also have a framework for customizing a product to be as functional for their home as it is beautiful.
For example, when ordering a sofa or sectional from American Leather, one of Iola Modern’s premier brands, customers can choose from dozens of upholstery options, including cozy textured bouclé, traditional weaves or buttery Italian leather. They can also select the frame style, cushion fill and wood accent finishes for their seating to suit their design style. And American Leather backs every frame with a lifetime warranty. “If anything should happen to your furniture in the lifetime that you own it, you can come back to us for the service on it,” Ortego says.
The design-showroom space on West Montague Avenue also features an area dedicated to Pianca, a leading Italian manufacturer of kitchens, closets and furniture. “One of the exciting things we’ve been able to do with them is custom match a client’s butler’s pantry cabinetry, for example, with the same color of the dining room table base and carry the same wood from the tabletop to doors on [cabinet] uppers,” Ortego says enthusiastically. “Being able to use the materials across different products, like cabinetry and furniture, lets us achieve a highly custom design aesthetic.”
In addition to a sprawling showroom filled with sleek furnishings, Iola Modern offers interior design and space planning services, including virtual consultations. Several design projects can be seen on the retailer’s Instagram page, including a residence, “The Longview at Noisette Creek,” in North Charleston’s Park Circle neighborhood with custom cabinetry by Mulberry Millworks, and a bungalow in St. Petersburg, Florida, with vibrant tangerine seating in the living room.
“We have clients from New York City to California, the Carolinas, Georgia and Florida—all up and down the East Coast,” Ortego says, adding that Iola Modern offers delivery services, even outside of the state. Additionally, architects and design professionals can take advantage of the retailer’s trade program.
Iola Modern is open Monday through Saturday from 11 a.m. to 6 p.m. and is continually adding to its thoughtfully curated collection of modernist indoor and outdoor furnishings, lighting and home décor.
“There are so many channels to buy furniture these days, but we consider ourselves experts in what we offer,” Ortego says. *
Leslie J. Thompson is a Dallas-based freelance writer with a passion for art, design and international travel. Read more of her work at lesliejthompson.com.
