THE MART Prepares for NeoCon

If you think the weeks before NeoCon are the calm before the storm, think again. A different “storm” is happening at THE MART right now in the days leading up to the show as manufacturers scramble to finish their spaces and the building prepares for an influx of nearly 50,000 as NeoCon opens one week from today. 

The show floors are a flurry of activity as furniture is delivered, coats of paint are applied, and the spaces take shape. Though I visit THE MART every year prior to NeoCon to get a sense of the changes in the building and the reshuffling of brands in the historic industry hub, it is always shocking to see such a mad scramble to the finish line. 

The halls of the showroom floors at THE MART are filled with boxes and construction materials as manufacturers prepare for NeoCon. Photos by officeinsight.

Showrooms that today look like a garage sale with furniture stacked everywhere and boxes littering the floor will be spotless and well organized when NeoCon opens next week. It is the cycle in our industry for more than 50 years: Design new products, show them at NeoCon, sell them and repeat. 

Yet NeoCon is coming this year at a critical time for our industry and the workplace as both struggle to understand the long-term effects of the pandemic and whether the office will remain the hub or distributed work models will continue to flourish. These questions are not lost on THE MART or organizers of NeoCon. 

The show itself has evolved. Showrooms will always be a focal point at NeoCon but expect much more programming and event-focused offerings this year. NeoCon is evolving from simply being a show where manufacturers connect with dealers and their customers to an industry gathering where ideas and themes are discussed and debated. 

The Arcadia | Encore showroom at THE MART is getting a facelift.

Groups like INDEAL, MRL and IIDA are all playing a larger role in the show by activating space for learning, relaxing and fun. Students are getting more involved in the show as well, connecting the next generation of designers to the industry. 

The flight by some companies from THE MART has opened space for others. As companies move out of THE MART, it has freed up space in the building that was previously unavailable. European manufacturers, looking to gain a foothold in the North American market are snapping up showroom space in THE MART. The companies exiting the building are inadvertantly opening space for their competitors. 

Overall, interest in THE MART and NeoCon is extremely high with attendance numbers expected to be higher than last year and approaching pre-pandemic numbers. 

According to Byron Morton, vice president and co-head of leasing, since January 2023, THE MART has leased about 210,000 square feet of showroom space. That represents 26 new brands in the building since January 2023, including 10 this year alone. 

Davis Furniture is preparing for NeoCon, where it will introduce a collection of new products.

“Just look at 2023 numbers,” he said. “We grew 2023 28% over 2022. Even though some of those larger showrooms have moved out of the building, we grew our attendance and I think we’re going to continue to see that trend.” 

There are seven new showrooms making their debut during NeoCon. Brands include Estonian pod manufacturer Silen, Belgian brand Bulo, and Sweden-based Mizetto. All have selected THE MART as the home for their flagship showrooms and operational bases in the U.S. 

 “We are thrilled to announce the grand opening of the Silen showroom in Chicago at THE MART during NeoCon 2024,” said Endrus Arge, CEO and co-founder of Silen. With the significant increase in demand for Silen’s market-leading office pods and privacy solutions among American companies, the opening of a dedicated showroom in the U.S. design capital sets us up for continued growth.” 

Kettal is opening a new showroom at THE MART as workers prepare it for the show.

Carlo Busschop, CEO of Bulo said: The establishment of our first and only U.S. showroom in THE MART has been a personal passion project for me. We worked with Gary Lee Partners to design a space which supports our savvy independent reps and clients and will best showcase our latest designer collaborations. I look forward to NeoCon and forging new relationships within this dynamic and innovative business community.” 

After two years of exhibiting on the 7th floor, Mizetto is opening a permanent showroom on the 3rd floor of THE MART. We are thrilled to have a foothold in the North America market, spotlighting Swedish craftsmanship and embodying the essence of Sweden’s modern culture and design — a true honor for Mizetto,” said Malin Muskala, one of Mizetto’s founders. 

U.S.-based soft seating specialist Fōmcore will also make its NeoCon debut by opening its first dedicated showroom. On the 10th floor, Ontario-based ergoCentric will highlight its wide assortment of ergonomic office seating, desks, and accessories in a new 3,000-square-foot space, while family-owned Nevins will incorporate lush flowers and natural elements into the furniture displays in its new, nearly 2,000-square-foot space. In its new 11th floor showroom, Akouo Acoustics will offer attendees the opportunity to see the company’s state-of-the-art solutions for auditoriums, lecture halls, performing arts venues, and workplaces. 

Brown butcher paper covers the windows of many showrooms to keep changes a surprise until the start of the show.

Several established brands will reveal expanded and renovated showrooms, as they continue to invest in their real estate in THE MART. Leading acoustics manufacturer Turf is transitioning from a 4,000-square-foot showroom to a sprawling 20,000-square-foot Innovation Center, which will become its hub for research and operations, and host dozens of year-round employees. Ghent is doubling its footprint on the 10th floor. Kettal, Arcadia | Encore, and Innovant will also unveil expansions. Once again, many exhibitors –– the likes of which include Stylex, Momentum, and Bernhardt Design –– will use the show in June as a moment to reimagine their showrooms and reconfigure their spaces. 

NeoCon is also home to world-class programming including keynote presentations by three excellent speakers: Gensler’s Global Entertainment Leader Bob Weis; multi-disciplinary artist and designer Yinka Ilori; and Academy Award-winning costume designer Ruth E. Carter, as well as special events, experiences and workshops with key design partners. 

The Best of NeoCon awards return this year, celebrating the best new products introduced by the industry. Best of NeoCon is limited to NeoCon participants and does not include companies that have moved to Fulton Market. Ideas are circulating on how those companies might be included somehow in the future — both as NeoCon participants and entrants in the Best of NeoCon competition, though as of right now, they are left out of both. 

AIS is moving to a new showroom on the 3rd floor of THE MART.

NeoCon seems to be growing in length as well. There are events surrounding the show beginning on Thursday, several days before it officially begins. 

Changes at THE MART and NeoCon have also opened the show to other market sectors. Future NeoCons could include areas for healthcare, educational furniture and other sectors, perhaps in “villages” in certain areas of the building. 

“One of the things that we’re looking at is in terms of a new product category to really focus on is not only workplace technology, but immersive technology,” said Morton. “You see so much of it in new buildings and public spaces around the city and around the country — really cool graphics and video.” 

NeoCon and Design Days in Fulton Market open to the industry a week from today and run through Wednesday.