Antron Resource Center
Interior Architecture Award Submission
INVISTA™, manufacturer of commercial carpet fiber Antron®, annually updates its Merchandise Mart showroom to express changing business goals and showcase new products. In conjunction with the 2010 NeoCon show, the company decided to emphasize its position as “Sustainable Innovators” with its new “Getting it Right in its First Life” platform as well as introduce its TruBlend™ fiber technology.
The design solution incorporated high-tech and sustainable components (materials from the prior year’s showroom were reused) reflecting Antron’s new brand platform. Environmental graphics posing questions like Quality. What will you put into it? encouraged visitors to think about sustainability as it related to a carpet’s life cycle. Also communicating this message was the First Life Story wall, a visual representation of the sustainability model based on life cycle analysis of carpet. An interactive photo booth tested visitors’ knowledge of First Life facts and then projected their digitally filtered photos into the showroom. Visitors could later go online to the new First Life website to download the photos as souvenirs.
The Resource Center exposed Antron’s target audience to key messages and innovations, building brand awareness and preference for the Antron® brand through the product message, interaction and education.
- INVISTA, Inc.
- Leap Communications
- Chicago, IL