The Starbucks on the first-floor lobby of the Merchandise Mart in Chicago is nearly empty and the restaurants in the food court have a smattering of people grabbing lunch. It is the calm before the NeoCon storm.
The halls of theMART are quiet with less than a month to go before the industry’s most important event. But take a peek behind the miles of butcher’s paper covering most showroom windows and theMART is abuzz with activity as companies make a last minute push to get their spaces refreshed before 50,000 descend on Chicago.
NeoCon 2023 promises to be bigger and better this year — more diverse in terms of exhibitors and with attendees from some of the top companies, universities, health care systems and government agencies. More importantly, this NeoCon should be “back to normal” as pandemic restrictions and fears are replaced by exciting new products, spectacular new showrooms and an industry hungry to explore what’s next for the ever-changing workplace.
The exodus by some companies to the Fulton Market area has left a few voids in theMART, but other brands seem to be making the most of the newly opened spaces. It feels as if most companies who were thinking about leaving theMART have already left and those that are staying are staying put and embracing NeoCon. It does not feel like it has the past few years when everyone was wondering who would stay and who would go. The pendulum seems to be swinging back toward theMART as the place to be.
Many smaller and mid-sized brands that were on the seventh floor are moving to permanent showrooms now that there are spaces available. Other companies are taking larger or more prominent showrooms. And a surprising number of companies are coming to theMART for the first time after examining all the other options.
Byron Morton, vice president and co-head of leasing said: “We’ve seen a number of showrooms, a number of companies who are coming in new who have never had a showroom before that have engaged brokers. So, we know they’ve looked elsewhere in Chicago and they chose here. We just came off the first quarter and we did 80,000 square feet of showroom leasing in the building. When you consider that our average size is about 3,000 square feet, that’s a lot of transactions. I think about 13 of those were new contract showrooms.”
When walking through theMART in mid-May, it’s hard to imagine just how much the building will be transformed in less than a month. Boxes and crates are stacked all over the showroom floors as manufacturers begin to bring in new products. Visitors are few and far between this time of year as many showrooms are under some form of construction — a few getting major facelifts and nearly every space getting a lick of fresh paint. Contractors are everywhere, drilling, painting and wiring the showrooms.
If you haven’t been through theMART since before the pandemic started, it is a changed building. Millions of dollars have been spent on improving the building, including substantial changes to the show floors.
Construction isn’t limited to the showrooms either. Last year executives from theMART outlined a massive new round of building updates and the addition of a number of amenities. Called theMART 2.0, the additions are designed to cement the building as the premier multi-use building in the city of Chicago. They include upgrades to the second floor to improve circulation, a new tenant-only speakeasy, a state-of-the-art fitness center and upgrades to the park on the river side of the building. Most of these projects are wrapping up construction with show organizers promising the work will be complete by the start of NeoCon.
Most visible of the building changes can be seen in the upgrades to the park along the river. Once home to a lineup of semis from industry manufacturers during NeoCon, the park is a much more serene place than it has been in the past. Plants, quiet sitting areas and beautiful outdoor furniture fills the area that used to be home of speeding lines of taxi cabs. NeoCon will celebrate the space with an industry toast on Tuesday after show closing hours.
The building has already gone through a number of upgrades to the show floors such as improvements to cellular phone service, carpet, lighting and finishes. In March 2017, theMART opened the Grand Staircase and Marshall’s Landing.
The spaces vacated by the companies that left theMART have opened up the show for many other manufacturers, design groups and industry organizations that in previous years were forced to the edges of the event. Look for showrooms from INDEAL, My Resource Library and the North American Independent Rep Council (NAIRC) and a few design publications.
A walkthrough of the show floors proves that manufacturers are taking this NeoCon very seriously. About 50 showrooms have contractors engaged, meaning they are going through large renovation projects.
And a number of the new and noteworthy showrooms opening this year are designed differently than showrooms of the past. The days of static showrooms are over as brands realize it takes more than cool new products to get attendees through the door.
A good example of this can be found in the new Scandinavian Spaces showroom on the third floor. It is designed to be much more than a furniture showcase; according to the company, it will be an immersive experience. Collaborating with interior design firm Kuchar, the showroom will emphasize Scandinavian design and culture.
“The concept behind the new Scandinavian Spaces showroom is to create a transcendental balance between work and play — a space that encourages the Swedish concept of ‘fika,’ – an idea that one should sit and stay while conversing over a coffee and pastry,” said Rachel Benitez, senior project designer at Kuchar.
The showroom is as much a cafe and experience center as it is a showcase for the company’s furniture. Tile details are reminiscent of the Stockholm train stations, another nod to the company’s roots.
Another example of the new thinking found at theMART is evident in Turf’s decision to sign a long-term lease for more than 18,000 square feet on the 10th floor. The acoustical products company is tripling the size of its space after first opening a showroom last year. The new space will serve as an office and flagship experience center beginning in spring 2024.
Bold Furniture is another company new to theMART and NeoCon, though it has worked as an OEM for years. The Muskegon, Mich. company is taking space on the 10th floor (1078) as it rolls out its own branded products.
“Right now, a lot of people are pulling back, yet the industry actually needs a lot of new thinking and new products given the massive shift and changes as a result of COVID and hybrid work models,” said Todd Folkert, president and owner at The Bold Companies. “I think that now is the time to make a Bold statement.”
Folkert recently hired industry veteran Mike Kelley, formerly of Enwork and izzy+ as Bold’s executive vice president of sales and product development. “Growing up in the industry, NeoCon and theMART have always been the gold standard for debuting incredible new brands and new products,” he said.
Other new showrooms include: British-based Frövi, a previous 7th-floor exhibitor, that is taking the light-filled suite 11-101 on the 11th floor. Canadian-owned Borgo Contract Seating will move this year from the 7th floor to a permanent showroom, also on the 11th floor (11-115), which will feature a range of seating solutions designed for a variety of commercial applications, including office, healthcare, education, and hospitality environments. FurnitureLab’s first appearance at NeoCon was in 1996, and now they are back to take a permanent space on the 10th floor (1058) to showcase modern and elevated takes on multidisciplinary dining spaces. Perfectly timed with its own branding refresh, Venue Industries (10-164) will unveil a 10th floor showroom and launch three new product lines displayed across multiple vignettes within the space — designed to highlight the community and gathering spaces of the hybrid workplace.
Schiavello’s new space on the 10th floor (10-135) is an integral part of the Australian-headquartered company’s growth strategy. Sustainability-minded supplier, Tiger Leather will debut a new showroom on the 10th floor (1040A). The 20-year old North Carolina brand, known for its high-performance, exceptional patent leather, has evolved to bring designers and their clients design-driven leather in every category for a wide range of hospitality, fashion, and contract projects. Stance will join the 10th floor in suite 10-139. Understanding the important role design plays in emotional and physical wellbeing, Stance is committed to providing innovative furniture solutions that encourage healing and improve the healthcare experience for all.
New and noteworthy 7th floor exhibitors include Anthom Design House, Alvic USA, Arrmet, Cane-line Furniture, Formica Corporation, Nardi S.p.A, Mute Design, Room & Board Business Interiors and Zintra. Minnesota-based Room & Board Business Interiors will showcase its indoor and outdoor commercial furniture across two booth spaces.
“We’re thrilled to be showing at NeoCon for the first time,” said Elise Nicpon, director of retail customer experience for Room & Board Business Interiors. “In addition to our space on the 7th floor, we are joining forces with ASID to create a sustainability lounge in theMART lobby to further support our shared commitment to eco-conscious design. NeoCon is a place to gather to celebrate the innovations that propel our industry forward, whether the focus is design, sustainable practices, or evolutions in the built environment. We could not be happier to join in that celebration.”