Jordan’s Furniture at Westfarms aims to be a destination

New Haven pizza is coming to Westfarms next year complete with an 80-foot high LED screen, kiss cam, full bar, and expanded menu options.

Sally’s Apizza, famous for its thin-crust, coal-fired slices, is set to open its new location inside the brand new 120,000 square-foot Jordan’s Furniture next spring. Jordan’s has transformed the former Lord & Taylor location into a two-floor furniture and mattress showroom aimed at making the store a destination for entertainment and shopping. Jordan’s is set to hold its grand opening on Friday.

The new 5,000 square-foot location of the iconic pizzeria will feature an entertainment and dining space like no other. The restaurant comes complete with a massive LED screen that extends from the floor to the ceiling more than 30-feet wide and 80-feet high. The LED screen is among the largest in the world and one of the first of its kind, according to Jordan’s Furniture President Eliot Tatelman.

Invited guests and members of the media walk into Jordan's Furniture during a sneak peek at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)
Invited guests and members of the media walk into Jordan’s Furniture during a sneak peek at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)

“Nobody does this kind of stuff, but this is an experience and not just a furniture store,” Tatelman said at a media event on Monday ahead of the store’s grand opening. “Sporting events will be shown here. I have seen a football game on this screen. It’s spectacular. You don’t feel like you’re watching it, you feel like you’re in it.”

Despite Jordan’s grand opening on Friday, Sally’s will remain under construction for several months. However, Tatelman said the screen will be displaying football games and Jordan’s is even taking reservations for the Super Bowl, once the company gets the rights to show the games. The massive screen will also have its own kiss cam, much like at sporting events, to make people really feel they’re at the stadium.

In addition to its famous slices, Sally’s will also cater to those looking for other menu options including pasta, burgers, and steak, according to Tatelman. A full service bar will serve a mix of alcoholic drinks for those looking to grab a beer and watch a game.

Invited guests tour Jordan's Furniture during a sneak peek at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)
Invited guests tour Jordan’s Furniture during a sneak peek at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)

“I put the first motion simulator movie ride with 48 seats and a 70 mm projector in a furniture store back in the 1990s, people thought it was bizarre,” Tatelman said. “Because I said we need people to walk through our store, so we put the ride in the back. A guy came over and said ‘alright I came to see a ride with my kids and just spent $5,000 on a dining room set.’ And I thought yes! That’s it! They had fun and were smiling and they bought furniture.”

Since the early 1990s, Jordan’s has expanded with 8 locations across New England offering an entertainment hub at each of its stores. An IMAX theater at Jordan’s Furniture in Natick, Mass. opened its doors in 2002 and an IMAX theater was also opened at the Jordan’s location in Reading, Mass. in 2004. Jordan’s New Haven location, the second in the state, features an indoor ropes course called “IT” which is among the largest indoor courses in the world.

“If you pulled out the yellow pages from about 20 years ago, you would see so many furniture stores,” Tatelman said. “Probably 95% of them are out of business today. Why are we still here anymore? Part of it is the way we treat our customers. But part of it really is what we do in our stores.”

Invited guests tour the two levels of Jordan's Furniture during a sneak peek at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)
Invited guests tour the two levels of Jordan’s Furniture during a sneak peek at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)

Tatelman said that when he first got the green light to open a location at Westfarms, he knew he wanted to reach out to Sally’s Apizza for a premier entertainment and dining experience inside the store. Tatelman called the pizzeria “iconic” and a “great addition” to the massive showroom.

Sally’s Apizza, with its original Wooster Street location in New Haven, has also expanded with stores in Stamford and Fairfield in recent years. Earlier this year, the restaurant announced new planned locations in Newington and Wethersfield along with several in Massachusetts. Sally’s, a nationally recognized pizzeria, has been featured in numerous media, including documentaries and on the Food Network.

“Westfarms has an ongoing commitment to bring new-to-market retailers with fantastic products to our shoppers. We welcome Jordan’s Furniture and its phenomenal selection of home interiors, through its incredible shopper experience, to Westfarms,” said Amanda Sirica, Westfarms spokesperson.

Stephen Underwood can be reached at [email protected]

Jordan's President Eliot Tatelman talks to guests during a sneak peek of the new Jordan's Furniture store at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)
Jordan’s President Eliot Tatelman talks to guests during a sneak peek of the new Jordan’s Furniture store at the Westfarms Mall on Monday, Dec. 11, 2023. (Aaron Flaum/Hartford Courant)

PHOTOS: Sneak Peek into Jordan’s Furniture at the Westfarms Mall

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