Haworth New York Showroom
New York, New York
Square Footage: 30,000
LEED CI Gold Certified
Interior Design Magazine Best of Year Award, Merit Award
In 2013 Haworth commissioned the architects to renovate the showroom they had designed in 2006 as a LEED Gold interior. The project is located in a spectacular space adjacent to Grand Central Station, and the original project was an expression of the new branding effort by the client at the time. However, over the years, the brand and the market have developed and changed, and the showroom no longer was a clear manifestation of the new directions the company was taking. Part of that rebranding effort included a more contextual approach to the architecture, and so an effort was made to connect it to its context and the beautiful views outside.
The showroom incorporates a completely revised customer experience, and branding elements that are global for Haworth, as well as unique to the NY market. It includes a new layout, furniture and furnishings, a new reception area, a reconfigured hospitality/ welcome space that can be used for events, new technology layered throughout, workplace vignettes that incorporate lounge and formal and informal collaborative spaces. There are no longer separate “product displays”— all product is incorporated into working scenarios that show in context some possible ways for it to be used by clients.