What if Harry Styles was a showroom? Casey Keasler, founder and design director of Casework, answered via her update of the Hightower space for NeoCon, a fresh interior she envisioned by drawing on art and music for inspiration— and a bolder, brighter contrast to the more minimal looks presented in recent seasons.
This year’s unexpected combinations of colors and patterned fabrics not normally seen in the contract market or in Hightower interiors were on display. Hightower’s primary goal was to upend any preconceived notions of their signature. “When you walked into the showroom in 2019 it was highly feminine and Scandinavian. It was a great moment in time but we have evolved as a culture and Hightower has as a business, too. And they wanted to create something that is available to everyone,” said Keasler.
So, she immersed herself in the world of the English singer and actor, not only trying to evoke the upbeat spirit of his songs, but to also incorporate what has been dubbed the Harry Styles Effect, an aura of warmth and magnetism. After listening to the star’s hits and reading articles about him, Keasler explained that she wanted more than a representation of his public-facing image, she strived to capture his core essence. “He’s very accepting, open, and gender fluid. I realized that Hightower wanted a similar inclusivity in their space.”
Yet even though Styles is a millennial, Keasler noted that she wasn’t worried about only tapping into the vibes of the younger set, because the singer’s influences span genres and decades. “He is inspired by David Bowie and Elton John, two iconic musicians,” she explained. “And so we looked at the Ziggy Stardust period and Crocodile Rock, and the idea of these personas add that flair to the showroom.
Keasler likens NeoCon to staging a concert or a play, where all of the elements have to draw in the audience, in this case, the 50,000 that came to Chicago to view the new offerings. And just as a performer has to shine on the stage, the designer said her task is to highlight the showroom, to stand out among the gray and beige palettes.
It is certainly a challenge with a place as vast as THE MART, more than four million square-feet in total. “NeoCon is a performance, so what will make Hightower stand out? It is a three-day trade show, and people don’t want to walk through the typical office environment over and over. We didn’t have to be so literal, and we were able to do something that was unexpected,” Keasler noted.
Yet everything has to be completed on a condensed timeline, factoring in a number of challenges, from shipping delays to working virtually—and never seeing pieces in-person before the start of NeoCon. Keasler explained that she never saw or tried out the buzzed-about Flote line before the show, which required some imagination and improvisation. “I saw photos and the prototype, but it is brand new. And because it is one of their first lounge collections, we wanted that room to feel a little bit different, like a hotel lobby.”
Keasler effortlessly mixed blue and gray vertical stripes, and polka dots in the mix, looking for patterned fabrics that aligned with the original design-intent while still meeting commercial-grade standards. She makes it all work with what she calls the power clash, where the scale, colors, and textures need to balance to be successful. “It is complicated because I have to execute it in a way that’s tasteful and doesn’t lean too far in one direction stylistically.”
She emphasized hues already in the space, like the deep burgundy on the cabinets seen in previous iterations, surprisingly harmonious with the light blue, mint, and pops of tangerine. Keasler also added that her process is different for showroom design because it is reversed; she begins with the product, which is the focal point at NeoCon. “Here, it is all about the furniture and we build out from there, as opposed to starting with the architecture. We don’t just have one sofa to look at like it is on display in a galley. We did things en masse, so that when people came in they didn’t have to wait and stand around. We want the furniture to actually be used.”
Keasler explained that this year she moved away from direct concepts of home, partnering with Wescover to curate the art and accessories, including wall hangings, ceramics, and lamps, to bring in a new warmth. “It adds another layer of sculptural interest, especially with the paintings and some of the woven pieces, which would not show up in every residential environment. It is not light and airy,” she said.
Hightower was once again a winner in the IIDA Showroom and Booth Design Competition, named best small showroom under 4,000 square feet. While Keasler is grateful for accolades, she also values the positive experience that visitors have. “They get excited when brands take a risk. And it is always a really fun moment for us because we have the opportunity to inspire people even after NeoCon is over.”
