A company typically identified with the residential furnishings market was rolling out a new line of contract office furnishings that embraced the opposing ideas of a quality product at economical prices. In order to publicly display their product, Empact Contract Furniture needed a showroom in Chicago’s Merchandise Mart that showcased the clean and versatile product and its distinctiveness in the marketplace.
The message of the product embracing opposing ideals is carried through the design of the space and the graphics package. The showroom design incorporates three office vignettes, and from the opposing white canvas of the circulation aisle, each vignette draws the customer onto a stage that showcases the performance of the product. Translucent partitions between the vignettes allow a global perspective of the entire product line, terminating in a functional conference space for the showroom.