The Cafe graphic blends iconic Chicago imagery with the shape of Allsteel's beyond furniture line and their 2015 finish palette.
The Allsteel Resource Center at Chicago’s Merchandise Mart was revamped by IA Interior Architects for NeoCon 2015. Allsteel products are presented in vignettes that represent real-life work settings, and are supported by graphics and visuals to highlight the features of the products.
A “Headline Wall” in the front window draws visitors into the showroom by highlighting available fabrics and finishes in a dynamic, hanging sculptural piece. Further back in the space, smaller versions of the hanging fabric banners become visual beacons that draw attention to a text passage relating to nearby product vignettes. With these visual elements, the showroom can be viewed independently on a “self-guided tour” at one’s own pace.
A “Headline Wall” in the front window draws visitors into the showroom by highlighting available fabrics and finishes in a dynamic, hanging sculptural piece. Further back in the space, smaller versions of the hanging fabric banners become visual beacons that draw attention to a text passage relating to nearby product vignettes. With these visual elements, the showroom can be viewed independently on a “self-guided tour” at one’s own pace.
Frosted graphics on the Allsteel Beyond wall product provide privacy or distraction banding while carrying through the unifying graphic shapes of this year’s showroom design.
Reused Allsteel logos from previous locations are artfully arranged on the entry wall to welcome visitors. A central café area is punctuated with an energetic wall graphic of the city of Chicago as a backdrop.
The 2015 Resource Center design showcases Allsteel’s products in a way that skillfully balances relevance and innovation.
