Turf Opens Its First Showroom at theMART for NeoCon 2022

01/07/2022 - Chicago-based acoustics solutions company Turf has opened the doors to its first showroom at theMART for NeoCon 2022.

Following Turf’s recent rebrand and the announcement of its new exclusive color palette, Hues, the showroom – designed by renowned global firm HDR – spotlights Turf’s ability to reshape the future of acoustic design. The approximately 4,000 square-foot space bolsters Turf’s wide array of acoustic solutions and clearly demonstrates how specifiers can use each to design welcoming spaces.  “With solutions throughout every room, offering a unique experience in every corner, designers and architects can now experience the aural and visual qualities of the solutions they can use for future projects,” notes Turf President Rob Perri. “We worked extensively with HDR to create a memorable, immersive experience that explores all the ways Turf can enhance any space.”
 
Paired with Hues, the showroom demonstrates how each design solution performs in different settings. The space is divided into themed rooms that guide the visitor through a sensory experience that helps them understand the connections between sight, sound, smell, and proprioception. The Extremes room is packed with bold and saturated colors, demonstrating the extents of Turf’s baffle depths; the Textures room, with subtle tones, highlighting the soothing textures; Turf’s workshop provides a space for collaboration with specifiers – regardless of the room’s theme, Turf’s showroom offers an in-depth look at the functionality and impact of its purposeful acoustic solutions. HDR’s Design Director Elizabeth Von Lehe, ASID adds, “Because Turf proves itself as a pioneer of artful acoustic solutions, our main goal was to design a showroom that complements the brand’s dynamic identity. After many visits to the showroom and brainstorming sessions with collaborators, we were finally able to envision and create a showroom that will captivate visitors visually and engage all their senses with Turf’s solutions from the first step in.” 

The showroom was designed with the new Hues palette in mind. Offering the first look at Hues – a project the brand invested over two years of development – each room and product showcases one of the 32 brand-exclusive colors. From outside of the showroom, visitors are greeted with a product showcase room lined with Turf’s Grasshopper and Topo Green before walking through colorful rooms of varying tones including Cyan, Blush, and Rob’s Merlot.