Global Product Launch

Each year, Interface debuts its premier collections at the NeoCon trade show in Chicago. NeoCon is a big deal — it’s the world’s leading trade show for the entire commercial interior design industry. With over 1 million square feet of exhibition space and over 400 companies, it’s certainly Interface’s most important marketing event of the year.

DETAILS:
Beaumont Range & Fresco Valley Collections

Role:
Art Director

*Interior Design Magazine HiP Award Winner

As Interface’s art director, I was tasked with bringing two new carbon neutral flooring collections, Beaumont Range and Fresco Valley, to life through photography, video, a global marketing/product campaign, and an immersive showroom experience. Throughout a year of planning prior to the show, I was a regular attendee and contributor at global creative sessions. I directed my team to embody three main leadership themes for all deliverables: biophilic design, design innovation, and carbon leadership.

Marketing Campaign

As Art Director, I am a key contributor in the commercialization of our products — from product conceptualization to full scale global consumer launches. This campaign introduced Beaumont Range, a carpet collection by David Oakey; and Fresco Valley, an LVT collection by Keri Pei.

I helped facilitate the creation of four stunning CGI images that served as the main visuals for our global campaign. I was also a key contributor for the production of an animated video that brought both collections together visually and showcased product details, inspiration, and interviews with Keri and David. Under my direction, my team of designers also produced supplementary materials including library books, a digital ad campaign, and a social selling kit. These pieces were included in the package of resources used by thousands of Interface employees and sales associates across 110 different countries.

Watch Campaign Video

Product Imagery

Producing room scenes with our product is an artform at Interface. Each collection has its own look, feel, and purpose, so new locations need to be scouted and photographed each time. For location scouting, my team focused on modern inspirational spaces and bringing the product into styled spaces that inspire our customers.

The final photography for these collections combines multiple product types, patterns, and colors into cohesive designs that subtly evolve across floorscapes.

Explore Beaumont Range
Explore Fresco Valley

Tradeshow Strategy

Interface is regarded as an industry leader for flooring design, so expectations for our annual NeoCon exhibit are high. I worked with a large cross-functional team, including global leadership stakeholders to design the full showroom experience.

Our showroom floor design leaned on the modularity of our product and focused on product innovation with a significantly sized pattern repeat, which reduces waste during production, as well as over the full product life cycle. The collections were designed to work together, which allowed products to mix naturally in the floor design and transport visitors into another world. The final showroom was an immersive winding journey through the lobby, conference rooms, and circulation areas.

Under my direction, the team worked to bring forward natural elements embodying “art in nature” and the vistas in the campaign art. This built space was designed to visually excite, while being product-forward and support in-depth customer engagement.

WATCH SHOWROOM WALKTHROUGH

Credits —

Interface, Inc.