Introducing the new branding for First Office, a funky-fresh office furniture company, with an all-new graphically designed showroom at the Merchandise Mart in Chicago.
The First Office Merchandise Mart showroom launched their rebrand on the day of NeoCon. NeoCon (National Exposition of Contract Furnishings) is an annual event at the Merchandise Mart where 50,000 attendees check out the coolest and newest furniture products from 1,000+ exhibitors of contract/commercial furnishings—the largest trade show of this type in North America… it’s a big deal. Our number one goal for this showroom was to STAND OUT. We took full advantage of the glass exterior by wrapping it in red transparent vinyl graphics, making it look like enormous red glass graphic artwork. We used the First Office brand color PMS Warm Red in full saturation within the showroom: large graphic signage, bright red textiles and red props. Our client wanted to attract the eye of upcoming designers and interior design students. So we designed a pop-art inspired custom red and white cylinder bench, an invitation for selfie distribution. We gutted a utility room and turned it into a game room—with an elaborately staged Wii Sports Bowling station, and custom brand labeled energy drinks. By the end of the show, Fist Office was the buzz of the industry.