"PARTICIPATE - MIX AND REMIX"
NeoCon is the leading commercial furniture and interior exhibition in North America, occurring annually in Chicago’s historical Merchandise Mart. The 3 day event draws thousands of domestic and international design professionals to the River North area. With over 500 companies participating, NeoCon has evolved to be one of the most recognized and attended trade shows in the industry.
It was my responsibility to design and facilitate the showroom refresh; through collaboration and a high priority on communication with all the ‘moving parts’, an updated showroom was executed from floorplan conceptualization to propping.
The showroom planning included loose discussions and ideation around applications involving new upcoming products to designing the walkthrough experience, how a host would lead their clients through the space and the stories they would tell.
The showroom planning process excludes no detail. Props are the final touch, adding a human element to each and every setting. A propping strategy was conceived prior to the show, but nuanced and tweaked in real time on site during set-up.
A main architectural addition to the showroom was the construction of a 500+ square foot moss wall. This "living” wall created separation between settings that had different functions. Additionally, it became a vehicle to manifest the brand’s fundamental inspiration of nature and its benefits of wellbeing.
Professional Showroom Photography : Jeremy Frechette
2016