Allsteel - New York Flagship Showroom Transformation

New York City, New York | 12,000 SF

A New Kind of Furniture Showroom.

HNI is a leading global manufacturer of workplace furnishings and residential building products and is the parent of some of the most respected brands in the industry, including Allsteel, Gunlocke, HBF, Normann Copenhagen, Zilenzio, Corral and more. DLR Group’s design of the new Allsteel | Gunlocke flagship Manhattan showroom draws inspiration from both its context and the legacy of its brand, delivering a unique experience that is unlike anything offered by its peers. Located in a classic prewar New York office building near Gramercy Park in Midtown, the concept is centered around the five boroughs of New York City, with five primary organizing elements that make New York truly unique: City that Never Sleeps; City with a View; Pocket Parks; Fashion and the City Grid. The entrance to the showroom is acoustically curated and immersive - a direct contrast to the hustle and bustle of Park Avenue outside. Acoustical product from Allsteel’s family is displayed on the ceiling and walls, guiding the guests through to the runway-like lobby. To maximize flexibility, the entry experience was shifted to be convertible, so it can adapt to fit Allsteel’s needs. With minimal hardwall construction throughout, furniture is placed on a grid to promote modularity and maximize flexibility through the kit-of-parts. Large scale environmental graphics and meaningful artwork, integration of biophilia, and access to daylight to all spaces result in a warm, welcoming and impactful environment in which to showcase the platform of products.

Conceptual Ideation

Using Mural (a web-based application) we were seamlessly able to collaborate with teammates across the country to ideate our concept for the showroom.