a space harry would be proud of.
If you are wondering which Harry we are referring to, that would be Harry Styles.
By 2023, the Hightower Flagship Showroom at the Merchandise Mart in Chicago had become not only the strongest marketing touchpoint that had catapulted Hightower’s brand awareness but it had also become a reflection of changing societal patterns and behaviors. As an organization we were not just trying to have a conversation about office furniture but also about the role space plays in our every day lives.
Rooted in events stemming from 2020, diversity, equality and inclusivity had finally been given the attention and acknowledgement that they deserved and the conversation of DEI had extended into workplace design. Physical spaces needed to reflect and speak to all kinds of people, creating a sense of place where all were welcomed. For us, Harry Styles and his androgynous expression of self coupled with his love for bold design and color felt like a perfect muse for our office furniture showroom.
We took this opportunity to be thought leaders in the role of ancillary furniture in current workplace landscape by showcasing hospitality inspired design, furniture concepts for different work and time based mindsets, inclusivity focused product features, modularity and convertible use of space, and more. The emphasis on product design was critical as residential furniture brands has begun entering the space, recycling home furniture as office furniture solutions.
The showroom successfully won Best Small Showroom for the 3rd time, and we gladly honored another brand for winning Best in Show. The showroom had successfully reenforced that Hightower was and is a sought after leader in ancillary contract furniture and the team had captured multiple large projects as a direct result of customers experiencing our brand.
How we won:
We designed a physical experience that was a reflection of relevant current events, creating a conversation on the role of inclusivity in spacial and furniture design
Continued to push the boundaries of expectations to create interest and keep brand awareness high
Developed a remodel and design strategy that managed costs, maximized marketing value and set sales ROI targets
Continued to evolve the digital experience and was highlighted in industry publications for our efforts
My role: I lead the strategy, project management, and execution from design to build out to marketing including vendor selection and management and budget.
Imagery and videos © Hightower Group, LLC.
