how to make a splash.
In January 2019, Hightower sought out to open a flagship showroom in the premier design center in the US: The Merchandise Mart in Chicago, IL. With a mere 5 months to complete, the goal was to make a splash (think tidal wave, not canon ball) in the commercial design industry. To make it even more challenging we needed to create an experience that would “wow” the experts in interior design: professional commercial interior designers.
The overall strategy of the Hightower Flagship Showroom was simple: create an experience, don’t sell. So much so, we actually told our sales team to not talk features and benefits, but rather offer a beverage. We partnered with Portland-based Interior Designer, Casey Keasler of Casework and created a three-prong experiential approach: we wanted the customers to feel a “varmt välkommen” (Swedish for “warm welcome” a nod to our Scandinavian history), to linger and not simply pass by, and to discover something unexpected. What we wanted was to make a lasting impression.
We strategically used our marketing resources in the design and build out rather than overlooked signage and advertising, knowing that this customer wanted to be inspired and not promoted to. We also intentionally choose to show less product, focusing more on large scale pieces that were best experienced in person. And we sought to create a social media inspired space focused on the millennial design customer rather than the aging business owners, knowing that it was these individuals that were influencing up when it came to furniture specifications.
Time was of the essence and our budget was reflective of the small-size company we were, so clarity on vision, decisive decision making and prioritization coupled with partners we could trust, allowed us to design, build and launch a space that would go on to win Best Small Showroom and Best in Show at Neocon, the largest US commercial interior design trade show, beating out multi-billion dollar brands and solidifying Hightower as one of the top ancillary contract furniture brands in the industry.
How we won:
Clear strategy and vision from the start that allowed for easy and quick decision making
We knew who our customer was and it wasn’t what everyone expected
Cross-collaboration and aligned prioritization
The willingness and commitment to doing it differently
My role: I lead the strategy, project management, and execution from design to build out to marketing including vendor selection and management and budget.
Showroom Design by Casework. Imagery and videos © Hightower Group, LLC.
