Sarah Kuchar, owner and creative director of Chicago-based interior design studio Kuchar, was hired to transform a former warehouse into a new, 20,000-square-foot showroom for Forward Space, the leading authorized Steelcase dealer in the greater Chicago area. Kuchar was able to capture the ethos of the business by incorporating feminine touches throughout the building, from the colors to the materials and soft curves.
For Jenny Niemann, president, CEO, and owner of Forward Space, Kuchar and her design team were the perfect choice for the project, as a group of women leaders coming together with a shared understanding. “It was important to us to create an environment that inspires, supports, and intrigues our clients and employees, while also celebrating our proud status as a women-owned business. Sarah and her team at Kuchar helped us to do both. Our customers can explore all of the possibilities in workplace design within a setting that celebrates the strength and femininity of our brand in subtle and creative ways,” Niemann explained.
Each element was deliberately understated, because while the team wanted to have delicate notes reflected in the design, the interior still had to be appealing to a wide range of clients. Office furniture and fixtures tend to have a more masculine style, so it was imperative that the space felt inviting to anyone who entered it.
Indeed, it has a seamless quality, with features like arches that look as if they have always been a part of the showroom. “We wanted to make it all feel welcoming, while still giving it that really feminine softness. That was one of the design challenges,” said Rachel Benitez, project designer at Kuchar.
The colors are a definite departure from the darker shades and metallics typically found in the contract furniture arena. The fresh tints also complement Forward Space’s signature purple, an uncommon hue. “It’s a tough purple. It’s not a color that you just pair with anything,” Kuchar noted.
The designers completed a study featuring four different palettes, with vibrant poppy red to a set of camel hues. Niemann selected a group of pinkish, purple neutrals, offset with different mint tones. Surprisingly, the trend-forward color scheme does not clash with the various oak and walnut of the furnishings, rather it enhances the character of the wood.
Kuchar and her designers were ever-mindful that Forward Space is more than a Steelcase dealership. It also serves as a workspace for the staff. There’s even an after-hours bar inside, a spot where employees and clients can gather and socialize. This commercial space was envisioned as multifunctional from the start of the project, and the materials chosen are as versatile as the showroom itself.
Fabrics, finishes, and motifs provide enough visual and textural contrast in each section, and ultimately bring balance to the entire setting. “With the architectural elements we definitely wanted to have layers, for a bit more versatility. There is a smoothness to the metal or a texture to the wood. We also introduced this dichroic material that changes as you move through the space,” Benitez added.
Yet, the design team made sure to use a lighter hand with emblems and signage. They relied on other components to provide an environment that showcases the individual lines on offer, and still highlight the essence of Forward Space. “In the early days of office design, people felt that they needed to bring specific colors throughout and that the logo needed to be everywhere. Here, we focused more on the experience that we wanted people to have. We set the tone and emphasized the brand in that way, instead of using the old color and logo concept,” said Kuchar.
The heart of the Forward Space experience is the WorkCafé, a Steelcase hallmark found in their offices around the world. A WorkCafé is an alternative, or “third” place where people can meet, work or socialize. Rather than a basic cafeteria, it is meant to foster collaboration and innovation. Kuchar gave it a lighter, resimercial appeal to make it a destination. “It is very much like a meeting and lunch area space combined, but still very corporate in nature. In the front, we created a beautiful entrance. It’s unique for this space, not standard for a WorkCafé,” Kuchar added.
As a former warehouse, there is ample square footage for work and social areas, but the 30-foot ceilings presented some difficulty. Benitez noted that the designers looked at the displays at European trade shows for inspiration, including the Stockholm Furniture & Light Fair, and Salone del Mobile. They then devised a large shelving unit for the furniture called the sandbox. With arched niches, the striking piece is also a focal point. The merchandise can be changed anytime, with items shown singularly or in vignettes for added interest.
“We made this simple grid, but used the sections that we loved so much and made each one different. So, some are painted in the back and some have mirrors. The clients can see the breadth of the chair collection, for example, or they can ask to see specific pieces. It’s grand, and an effective use of the height,” Benitez said.
It’s the element of the unexpected that makes the showroom more of a showplace. “You drive up to an industrial park and then walk into this warm, hospitality-like space and it’s a complete surprise, and so unlike any other dealer in Chicago,” Kuchar added.
