Project Strategy

We launched a company-wide rebrand in 2025, uniting all divisions—flooring, furniture, construction, and technology—under a refreshed identity. With this rebrand came the opportunity to completely reimagine our showroom. After more than twenty years in the same space, and with the last remodel completed a decade ago, it was time for a full transformation.

This is a true working showroom. As a Steelcase furniture dealer, we intentionally showcased our Starnet vendor partners throughout our 18,000 square feet. The design strategy focused on creating an inspiring, modern environment that reflects who we are today. Contemporary finishes, unexpected and playful details, and thoughtful moments of surprise make the showroom engaging and enjoyable to tour with clients.

Collaboration was a key driver in the design. Spaces were positioned to maximize natural light, with biophilic elements incorporated to soften hard edges and bring warmth to the environment. Equally important, the showroom is highly functional. Teams were interviewed to understand their needs and aspirations, allowing each area to be reconfigured to support new ways of working. The result is a space that encourages creativity, flexibility, and collaboration—while remaining practical and purposeful for everyday use.

Single Source Interior Contractor Award Strategy

We call our showroom The WorkLife Center, a name rooted in our guiding principle, “People and Place in Rhythm.” This philosophy shaped our flooring strategy and informed every design decision, helping us create spaces that are timeless yet purposeful, creative yet highly functional.

Through intentional interior design, we studied how our teams work, move, and interact throughout the day. The result is an ecosystem of spaces that support collaboration, resource sharing, relaxation, brainstorming, and meetings. Each area is designed to be flexible and adaptable, allowing the showroom to evolve alongside our business.

In partnership with our Starnet vendor community, we selected flooring products that met both performance and aesthetic criteria—innovative materials that will continue to look exceptional year after year. Our primary field carpet features two Milliken Commercial styles in the same colorway. Across approximately 1,400 square yards, these carpets are organized into three distinct “neighborhoods,” each defined by a unique installation method. This approach subtly delineates space while maintaining visual cohesion.

Breakout and conference rooms introduce accent carpets from J+J Flooring and Mohawk Group, allowing for bolder patterns and added visual interest. In the breakroom and bar areas, we incorporated a timeless Tarkett LVT, complemented by large-format porcelain slabs from Daltile on both the face and back wall of the bar. The kitchenette features Tarkett Johnsonite rubber flooring—an unexpected yet highly functional choice.

Together with carefully selected furniture, lighting, artwork, and accent finishes, these flooring choices unify the showroom and reinforce its role as an inspiring, high-performance environment that reflects how people truly work today.