New NoMad Collab Showroom in NYC Unites Six Top Design Brands in a Dynamic Collaborative Space
After becoming inspired to create a space shared by like-minded product manufacturers in New York City, Karen John, founder and CEO of Heartwork, a producer of commercial storage solutions, and Natalie Hartkopf, CEO/co-owner of award-winning contract furniture manufacturer Hightower, together have successfully helped launch NoMad Collab.
John had been exploring ideas to adapt their extra showroom space in New York City’s NoMad neighborhood to be more dynamic and engaging. The lease was getting ready to end and John had to figure out her next move. Seeking advice from a fellow female founder in the A+D industry, she consulted with Hartkopf, who was simultaneously looking for solutions to activate the NYC market.
Talking through these challenges one day, Natalie and Karen discussed synergistic brands coming together to share a showroom. “We quickly started to see the benefits that could come from that,” John recalled. “Once the wheels started turning we decided to put some feelers out to see if there were other complementary brands that might be interested in joining us.”
Strength in Numbers and High-Quality Design
Unika Vaev, Camira-Luna, Framery, and Clarus joined Hightower and Heartwork in the NoMad Collab. These manufacturers all share a commitment to authentic design and high-quality products, and the timing for a new showroom was convenient for all. And there is strength in numbers: the brands are able to collectively stand out in the saturated New York market.
“As Hightower’s business continues to grow in the New York Tri-State area, the Nomad Collab came up at the perfect time,” Hartkopf said. “Having representation there in a fresh space and being able to partner with brands that share our commitment and vision when it comes to design is ideal.”
The collaborative’s location was no doubt part of the draw for Framery. The sales team at Framery collectively noted, “New York is and always will be an important center for design. The city has a vibrancy that is unique and compelling for designers of all walks, and therefore demands a living, breathing space that resonates at this frequency. NoMad Collab hits all the right notes.”
The NoMad Collab is a seamless space that integrates all of the brands; they are not separated into delegated areas within the showroom. “We felt the real opportunity was to show how all of our products live together in a thoughtful, well-designed space,” John explained. “As the name states, this is all about collaboration. Personally, I love all the energy that this process has brought to the showroom. Whether it's the visitors, both new and old connections from the A+D market and dealers, the different brand teams socializing and brainstorming on new ways to collaborate and enjoy the space, or end-users eager to see, touch and learn more, there is an aliveness in the NoMad Collab that has been inspiring.”
Wick Wolfe, president and CEO of Unika Vaev, added, “The NoMad Collab participating brands share a common design sensibility. By creating a space that captures a bespoke design aesthetic with brands that work harmoniously together, we’re providing an enriching design experience.”
A Bright and Engaging Future
Looking to the future, the local team members for the NoMad Collab manufacturers have already been drumming up creative ideas on how to welcome and engage the design community and clients. This includes hosting events with thought leaders, casual happy hours for various design teams, and more interactive events that are on the docket for 2025.
“We are so excited to have this unique shared space with brands that offer quality bespoke products made thoughtfully and responsibly for the commercial interiors market,” Natalie said. “We see so much potential for this concept, and we invite clients, friends, colleagues, and connections to join us in this journey.”
Learn more about the NoMad Collab at heartwork.com/pages/nomad-collab
