basic shapes was translated into a more artistic, less geometric
vernacular. Perfect circles, triangles, squares, and rectangles
morphed into bold, organic gestures. We produced a wide
variety of sketches inspired by Los Angeles graffiti and various
styles of street art. The differences in pattern, shape and form
were reflective of the diversity of cultures in the surrounding
downtown neighborhoods. Working closely with the Haworth
team, our Atlanta-based Branded Environments Group and New
York-based Interiors Group narrowed the selection of concepts
down to a few distinct statements that would become true brand
moments integrated within the space. We identified several
key areas throughout the showroom, mapped out very specific
zones on the floor plan and refined the individual artworks to
complement the interior spaces.
The main feature is a floor-to-ceiling, graffiti-inspired wall covering that wraps the elevator corridor leading up to the reception desk.
Behind the reception, the Haworth logo rests above stacked layers of free-flowing line work. In the kitchen area, the backsplash is a
back-painted glass wall that rises to the ceiling, with iconic graphic patterning applied to the front surface. The large conference room
is activated with a bright, rhythmic mural along the back wall. Inspirational messaging the phrase "Imagine Your Space" was printed
directly to Haworth's wood product wall, and 3D letters were attached as a second layer. The common thread of these graphic gestures
is an abstract interpretation of Haworth's tangram, which spans the glass outside of meeting rooms and private offices throughout the
space.
create a one-of-a-kind experience. Our design solutions were uninhibited, yet intentional and relevant to the culture of Los Angeles.
We challenged Haworth to move beyond conventional standards and visualize its personality growing into this exciting new
environment, and it gladly accepted. Each of the graphic elements that were created is a custom design that the company can take
ownership of as uniquely Haworth. The new Los Angeles showroom is evocative of the city, true to the Haworth brand and an original
piece of artwork in itself.