Canadian furniture company Three H tasked interior design studio Kuchar with the refresh of their Chicago showroom, which has been in THE MART for two decades. The update was completed in time for NeCon, and coincided with the manufacturer’s work on new branding—the perfect time for a more contemporary look.
To stand out among the array of spaces vying for visitors’ attention, the designers envisioned an inspiring setting to house the Three H lines. “It was important to make a big impact, and they wanted the showroom to have the vibe of a cool European hotel,” said Sarah Kuchar-Parkinson, owner and creative director of Kuchar. “We made it airy and brighter than it was before.”
As soon as someone steps into the showroom they are greeted by arches that frame the furniture within, and provide a feeling of expansiveness in a smaller footprint. These elements give people a preview of what they will see when they walk through the space, much the same way as when one moves through a gallery. “The asymmetrical portals create a specific entry experience,” noted Emily Osborne, project designer at Kuchar. “We did a lot of studies to make sure that they had the right amount of openness so that you could see just enough through them to be intrigued.”
Standout elements were not only included on the sales floor but also above. A plant canopy is a sophisticated take on ubiquitous green walls, and complements the existing potted foliage found in the showroom. Leaders at Three H were adamant that living flora was to be used, which reflects the company’s high standards in every facet of their business. “It is one of the first things that makes an impression, and they did not want any artificial plants in the canopy or inside. That speaks to their commitment to quality. The greenery is meant to be touched, just like the products in the showroom are,” Osborne said.
The type of vegetation, rate of growth, and light levels were all considered to ensure that the foliage stays healthy and is easy to maintain. The verdant hues provide a vibrant contrast to the neutral color palette, and they draw the eyes upward just like the portals do, which makes the space seem larger. “The canopy is angled slightly, in a way that mimics the opening that is just beyond it,” Osborne added. “There’s a natural alignment and it feels cohesive.”
For Kuchar-Parkinson, which pieces to show and how much should be displayed is always a delicate balancing act. The latest introductions are prioritized, yet too much furniture can distract clients, who will then glance at a table or chair and leave. The goal is to highlight presentations in an environment that will tell the company’s story visually. “Everybody obviously wants to show as much product as possible, and it is hard to pull back,” she said. “It seems counterintuitive, but I think that the edited furniture package really gives visitors a memorable moment.”
Strategically placing the items and allowing enough space in between vignettes allows individuals to proceed at a leisurely pace, much like they would in a gallery. A slatted wood partition was repurposed, and then painted to match the oxblood color covering the underside of the arches. Kuchar-Parkinson said the feature serves as a reminder to go from front to back in a relaxed way. “We thought alot about getting people into the showroom, and then once they were there, making sure they would see all of it. The screen at the back of the showroom behind the café creates a pathway from one side to the other, but it does not cut off the other sections. It allows you to walk around and really explore.”
Osborne agreed, and said that it is imperative to maximize the flow with compact square footage. “With a smaller footprint you have to have divisions that make sense. The screen is a visual landing zone for the hospitality area as you look straight ahead. Having the light streaming through makes the showroom feel open and approachable. It is not too heavy or enclosed.”
Of course, the showroom is a place to display the products in their best light, and as Parkinson-Kuchar explained, this central hub is just as much a space for everyone who enters to learn about Three H, and to be inspired. “It is a place to sell, but it is also an opportunity to gain brand recognition in this warm setting,” she said.
