Starting a Brand: West Elm Workspace with Inscape

by Mallory Budy | October 5th, 2015

Launching a new brand from the ground up is a dizzying endeavor with countless moving parts. Critical to the process are, to name a few – a clear creative focus, aesthetic and functional product design, and a strong selling strategy, not to mention favorable press coverage and a certain amount of industry “buzz” that can be difficult to nail down. In the few short months since NeoCon 2015, West Elm Workspace with Inscape has been busy at work doing all of those things and more. After making a big splash at NeoCon, earning a Best of NeoCon Gold in Furniture: Benching and Best of NeoCon Editors’ Choice Award for Casegoods & Furniture: Benching, the brand can check “industry buzz” off the list. To get an update on the contract market newcomer’s progress, we caught up with James Cesario, director of brand marketing at West Elm Workspace. One of the most …