How do you make a showroom stand out in a visually competitive space like The Merchandise Mart?
Especially for crowded events like NeoCon, showrooms tend to blur together. It’s why Nevins, an office furniture manufacturer, decided to strike a different chord—experience over products. Together with the multidisciplinary design studio Kuchar, the teams transformed the showroom into an urban oasis bursting with greenery.
What Inspires A Brand?
As their first rodeo at NeoCon in 40 years, Nevins knew their 2024 debut was essential for visibility. Catherine Nevins Grell, marketing manager, and Jennifer Nevins Patrick, business development manager, are second-generation leaders for this family-owned company. They found inspiration in the brand’s first product—a planter.
“Nevins wanted to be remembered as completely out of the ordinary,” added Sarah Kuchar, owner and creative director. “Our design vision process was to curate the inspiration for the aesthetic goals and function of the space. We focused on first impressions, especially for visitors who aren’t familiar with the brand.”
Since Nevins didn’t have any dedicated showrooms until this launch, they were openminded about how to make a splash. Some of the adjectives they used while exploring concepts from Kuchar: inquisitive, transported, interesting, dynamic, and thoughtful.
“Traditionally, showrooms are meant to sell furniture. So the layouts emphasize new products on pedestals or in displays with specialty lighting,” stated Shelby Thompson, a senior project designer for Kuchar. “But rather than have products inspire designers, Nevins wanted the space itself to be a source of creativity. It was exciting to produce a showroom from an artistic perspective.”
The Expression
The Nevins showroom is a maximalist interpretation of a concrete jungle. Rather than lean into The Mart’s industrial bones, Kuchar went in the opposite direction with soft, feminine expressions. AK Floral Company supplied the dried and preserved arrangements.
Corridor appeal. Even in a crowded hallway, attendees were immediately drawn to the showroom’s verdant “front porch.” Kuchar actually made the bold move to set back the glass by several feet to create this landscaped area.
“It’s an Instagrammable moment. Instead of a wall of glass, we created this tactile eye candy that instantly attracts attention,” said Kuchar.
It was also a strategic choice to stand apart from Nevins’ neighbors. Kuchar deliberately looked at how they could differentiate the furniture manufacturer from the showrooms on either side and across the hall. As a result, Nevins was the only one throwing a garden party at an interior design show.
Secret garden. The greenhouse effect extends throughout the space. Moss, ferns, and flowers are wrapped around cement columns like garland. Office tables and window sills are adorned with striking centerpieces.
“Our team was influenced by European conferences where it looks like the furniture is growing out of the ground. We used florals as a counterpoint to the chaos of The Mart,” Thompson said.
Vignettes. As visitors emerge through the wire tunnel, they are greeted with the warm sight of a kitchenette with a curved tile wall. They can then explore three vignettes that replicate essential zones to any modern office: tables for open collaboration, a conference room, and a living room with sectional couch.
“We had a lot of back and forth about how to strike the right balance of product placements. One choice we made to keep things cohesive was to use all the same finishes and similar upholstery,” explained Thompson.
The Reception
How do you gauge the impact of a showroom debut? Selfies and social media tags are one type of currency, with foot traffic and sales providing harder numbers.
“Because Nevins wanted an immersive experience, we knew we had a hit by watching people take pictures, lingering to have conversations and overhearing their excited comments,” Kuchar stressed.
“We got an immediate response by having conversations with designers during the show, directly asking for feedback and seeing how well they were resonating with our products,” Grell added. “Another sign of success was that the showroom was packed with attendees. Then there were the sales on the backend—our planters became a best seller.”
“The 2024 showroom’s reception and associated sales were also helpful in spurring product development. We’re in the process of tweaking current selections as well as developing new offerings,” Patrick shared. “One of the biggest things we learned from the showroom is that people still have a huge appetite for biophilia.”
Since the Nevins showroom is open year round, it was also important to consider the space’s purpose beyond a tradeshow.
“NeoCon obviously has a focus on special pieces and upcoming releases. But the showroom has a life beyond those handful of days or appointments with reps,” Thompson pointed out.
“For example, Nevins wanted to host classes for designers and special networking events, so the showroom has to accommodate those activities as well.”
Nevins and Kuchar are collaborating once again for NeoCon 2025. The new showroom theme is still in the works but will surely be in the same innovative and picturesque vein as the previous year.
