CINCINNATI - There is a new business in downtown Cincinnati that is putting a whole new spin on going out in style.

The red and black lounge chairs, the modern art on the walls, and the exposed brick inside the store front make you feel like you're sitting in an art gallery.

"It's our attempt to make it comfortable and modern and with a downtown sort of feel with brick wall," said co-owner Robert Grunn.

However, if you take a closer look around the room, you'll soon realize it's actually a funeral home.

"It's part of a growing trend across the country called boutique funerals where funeral parlors look more like hotel lobbies," said Eric Lusain, the co-owner of Grunn Funeral Home Main Street Memorial Center at 825 Main Street.

"Let's have a TV where we got urns. Some music playing. Whatever music they like to kind of just cut the edge off of it to where people won't be scared to come in," Lusain said.

The funeral home operators say they've found the boutique decor often eliminates the creepy feeling many people get when walking into a traditional funeral parlor.

"It's a non-traditional space that can become traditional if families want more of the funeral home look or we can do more of a chapel or more of a gallery look for just socializing," Grunn explained.

You can also choose a shiny, white Mercedes Benz for your loved one's final ride to the cemetery.

The new approach is really catching on with families. David Morgan of Fairfield chose to use the services for his wife's funeral.

"We wanted it to be a nice place and upbeat," said Morgan.

Lusain says they're now serving around 30 families each month. He says they also have more and more families choosing cremation over traditional embalming and open casket viewing, which can save families hundreds or even thousands of dollars in final expenses.

It sounds like this new business model is bringing new life to the funeral business.