A SUCCESSFUL CURATION
BY: JEN LEVISEN, COMMUNICATIONS DIRECTOR, MORTARR
From privacy solutions to shared social spaces to environments that allow individuals and groups to not only focus but restore, Haworth proved again that they are the leader in adaptable workspace environments at the 51st annual NeoCon.
The Holland, Mich., based company showcased the full breadth of their capabilities and partnerships throughout their permanent indoor showroom and as exclusive furniture supplier for NeoCon Plaza, a new outdoor amenity space along The Mart’s South Drive. Designed by Gensler Chicago, and brought to life in partnership with Forward Fruit Branded Environments, the plaza offered visitors a spot to connect and recharge, all while enjoying views of the Chicago River, Riverwalk and cityscape.
“Social spaces are flexible, communal and inspiring, so people can pause, gather, connect and refresh. And, for a lot of these areas, outside is the new in,” says John Scott, Senior Workplace Design Strategist at Haworth. “In order to creatively develop solutions and reduce the stress in our work lives – go outside.”
The company’s third floor showroom highlighted similar intentions, with a focus on creativity and innovation.
“We’re talking about two different ways of working – focused and restored – and within that, what the needs are to do that type of work individually, in a small group and within a larger group,” says Lauren Frieling, Dealer Sales Manager at Haworth. “This year we want to talk about how people can work in multiple different areas, so the focus is not just on the work station.”
Frieling gave The Forum a tour of the showroom, highlighting hallmark pieces (including the Forum’s new love Archibald, which one of Frieling’s clients affectionately calls the “Fat Lady in Stilettos”), new pieces and product lines the company is launching this year, as well as with their variety of partnerships including BuzziSpace, Cassina, capellini, Poltrona Frau, and Pablo.
“We’re extremely proud of our special curation of partnerships,” says Frieling. “Our company has evolved from being a small workstation supplier to a leader who can truly meet the needs of the entire floor plate. Our partnerships are a great reflection of our company’s culture and values as well.”