NeoCon, held annually at Chicago’s Merchandise Mart, is the largest commercial and contract furniture design event in the U.S. From 2013 to 2017, annual showroom refreshes were created for Herman Miller and its family of brands, Geiger, Maharam and Nemschoff. Each year’s presentation developed storytelling scenarios to showcase products in use, with curated ancillary objects that reflected the lives of defined personas. Styling direction was guided by new product launches and evolving design direction, ensuring the showrooms felt fresh, relevant, and immersive year after year.
