Keilhauer, a renowned commercial furniture designer, was looking to make its Chicago showroom at NeoCon 2024 a showstopper. With four unique new chairs – Abl, Toob, Swish and Dais – rather than a collection, the brand needed a way to differentiate itself from among the 400-plus exhibitors while also distinguishing each product individually. LG2, in collaboration with Keilhauer, developed a signature theme centred around the organic shapes of the chairs.
By assigning distinct personalities, colours and concepts to each product, super-sized graphic shapes unified the individual chairs while highlighting their unique characteristics. Printed on floor-to-ceiling wall vinyl, the boldness of this approach was eye-catching and helped to draw attendees into Keilhauer’s showroom. These shapes were carried over as background elements for pre- and post-show ads, postcards, videos and even swag that was given away to conference attendees. The result was a high-impact showroom for both the brand and the chairs that drew in over 3,000 attendees in two days and even helped Keilhauer’s Dais chair take home five show awards.
