NeoCon Announces New and Expanded Showrooms

Arper (photo credit Marco Covi)- Beaufurn-Cascando.jpg

NeoCon, the most important event of the year for the commercial design industry, has announced the new and expanded showrooms coming to the 51st edition running June 10-12 at The Mart in Chicago.

As NeoCon continues to grow and expand its reach, demand for space in the building remains high. This June, the permanent showrooms making their debut on the 11th floor are Hightower, Kwalu, Nook, Montisa, Cumberland Furniture, Emeco and HAT Contract. Other additions will be announced closer to the show.

Several brands, including Stylex, VS America, Arper, Via Seating and Allermuir/Senator will be expanding and/or relocating in the building, collaborating on their new spaces with top firms. The seventh floor exhibit hall, which continues to be a rich resource for attendees, will also showcase several brands new to NeoCon, plus returning exhibitors, many of which are taking larger spaces this year.

“Several leading commercial interior brands are establishing new outposts in the building just in time for NeoCon this year,” said Byron Morton, NeoCon vice president of leasing. “In addition to seven new showrooms, a number of current tenants are unveiling expanded, design forward new spaces. Their strategic investment is a testament to the strength and value of The Mart as a premier business location and NeoCon as an invaluable resource and hub for the commercial interiors industry.”

Julie Kohl, vice president of NeoCon exhibitor sales, said “This year's seventh floor exhibit hall will again feature a roster of exciting new-to-NeoCon exhibitors such as Cascando (Netherlands), Pedrali (Italy), Actiu (Spain), SilentLab (Czech Republic), INTO the Nordic Silence (Finland), Luxxbox (Australia), SF Collection (Italy), Slalom (Italy) and Tis the Italian Space (Italy).”

Companies with expansions include Doug Mockett & Co. with a large 3,100-square-foot space, and Narbutas (Lithuania), which along with DeVorm (Netherlands), is back for the second year. ROOM and Mikomax (Poland) have doubled their booth sizes. CBC Flooring will be celebrating its 100-year anniversary at NeoCon with a presence on seven, while Claridge Products and Framery will have expanded spaces and new locations in the 6000 aisle.

New showrooms include:

HAT Contract (

Ted Moudis Associates designed HAT Contract's new permanent showroom. This is a signal from Innovative, which purchased West Coast contract furniture company HAT Contract about a year ago, that it is ready to compete on a national level. HAT Contract will be showcasing its new combined lines which include height-adjustable bases in two new finishes and ergonomic designs such as Ella, a new innovative monitor arm that departs from the traditional gas cylinder approach. The company also is introducing Winston Lift, an arm-based sit stand for the retro-fit market.


Known for creating well-engineered, sustainable, simple and timeless chairs for interior and exterior architectural projects, EMECO is opening its first physical showroom at The Mart in conjunction with its 75th anniversary. The brand is working with David Saik to create a space that reflects Emeco's ethos in regards to sustainability and utility. The On & On collection by Barber & Osgerby and 1” and 2” by Jasper Morrison will be highlighted in addition to some of Emeco's signature products.

Beaufurn (

A manufacturer of fashion-forward, functional furnishings for hospitality, contract and entertainment markets, Beaufurn announced a multi-year agreement for a permanent showroom this spring. The 943-square-foot showroom is being designed by Michael Duncan and Stephanie Shoffner. The company is working with Thomas Patrick Consulting and Bushman Construction to highlight the growing commercial side of the business. This year's event will feature the introduction of the brand's Ibiza modular seating system, the Solace and Strata chairs and the Infinity conference table, plus other recent introductions that include the Allure and Perla chairs.

Montisa (

This 113-year-old-company is enjoying a resurgence and parlaying it with its first-ever showroom at The Mart. While it has been in the contract office space for the last 30 years, Montisa has recently relaunched and reinvented the brand, classifying it as “industrial artisan chic” with a focus on helping organizations find their individuality. This entails providing furniture for reclaimed spaces, warehouses and factories being transformed into office spaces and more. The new space, designed by Mark Warren and Larry Leete of Montisa with the help of Lin Ver Meulen and Brent Casanova of Square One, is set to unveil the newly revamped company and its 12 new product introductions. It also will preview the fall launch which takes B.Y.O.E (Build Your Own Environment) to new heights. Designed in conjunction with Chicago-based Q Design, Clive (the name of the new system which will be previewed), will feature the Montisa industrial enhancement on the expected panel system of today.

Cumberland Furniture (

This 60-plus-year-old, family-owned company is ready to familiarize the design community with its products and ability to apply materials across its entire portfolio of timeless designs. The showroom, which will be co-designed by Concept A. Creative Studio and Cumberland longtime creative partner, Travis Clifton of T. Clifton Design, Ltd., will showcase the brand's classic designs and some new additions. They will include the Revo Collection by David Mocarski and the recently expanded Clover offering designed by 5D studio.

Hightower (

A new 3,500-square-foot showroom with the vision to showcase the scale and vast nature of Hightower's collection is opening. The collection includes product families from the company's international partners. The showroom, created in partnership with designer Case Keasler of Casework, will showcase Hightower's offerings for modern office interiors. The family-founded and operated 15-year-old company will be designed with a fresh, playful aesthetic inspired by its young co-founders, sisters Natalie Hartkopf, CEO, and Rachel Hartkopf, board chair.

Kwalu (

Recognized for impressive surfaces for healthcare design, Kwalu will present its durable, sustainably-minded furniture in a new 3,000-square-foot, 11th floor showroom. The new introductions will include Kwalu's expansion into educational furniture — flexible designs that include a wide variety of lounge options which easily adapt into college and university settings. The showroom, designed by Tara Rae Hill of LittleFISH Think Tank, will be a collaborative space for designers and architects to create environments for their healthcare and education projects.

Expanded and relocated showrooms include:

Stylex (

Designed by Gensler, the new space is 70% larger than its previous showroom and will allow Stylex to represent bigger ideas with greater functionality, including its modular work-lounge products. Stylex will be taking advantage of the increased square footage to introduce Free Address, a family of desking solutions, light storage and seating to support various work activities in a contemporary manner.

VS America (

Known for its ergonomic and agile furniture solutions for educational and corporate spaces, VS America has relocated to an expanded space. The showroom, designed by Jean Nouvel as an experience, will reflect products from every point of view through the use of furniture and mirrors. The company will emphasize JUMPER — a durable, flexible and versatile chair family it hopes will become the next evolution of agile furniture for schools, workplaces and more.

Arper (

The company with a design ethos based on the versatility of essential forms is relocating to a 2,145-square-foot new space on the third floor. The architectural aspects of Arpe's showroom were designed by Solveig Fernlund while Barcelona-based Lievore Altherr took charge of the creative direction and styling. The new space allows Arper to showcase a complete representation of its designs geared toward everyday life and workspaces — all featuring a fluid, human-centric, soft environment appeal. Attendees can expect to experience Arper's Planesit task chair, designed for both comfort and ergonomic support, the Paravan partition systems and the Cila Go seating collection among other new novelties. The space also will feature various settings and functions, including lounge, work station, meeting, learning spot areas and more.

VIA Seating (

A new, doubled-in-size showroom will be revealed by VIA seating. The design of the space, set to flow visitors cohesively through the company's broad range of products, is a collaboration between Reno Business Interiors and Whitney Architects. The showroom will offer an array of options for corporate offices, hospitals, education, government and more. In addition, Chicago-buffs will enjoy many of the city's attributes — including a black and-white mural of Chicago's skyline — purposely integrated into the space. Attendees will see two new series, the Younique and Genie Flex introductions, which strike a balance between great design and ergonomic excellence.

Allermuir/Senator ( and

Established in the 1970s, Allermuir/Senator conceives, designs and produces sustainably made furniture and is relocating its creative laboratory to the 11th floor. Part of The Senator Group since 2005, Allermuir will be sharing its showroom with its sister brand, Senator, while its diverse offerings remain independent. Attendees will be able to view new product launches such as the Axyl bench by Benjamin Hubert and new collaborations with designers including Pearson Lloyd and Jonas Wagell. The space will contain a focus on hospitality and products that reflect that field. In addition, show attendees will be treated to a lounge-like atmosphere replete with relaxing music and drinks.