Experiential Marketing
Moving to the third floor of the Merchandise Mart put Scandinavian Spaces in the center of the industry — both physically in the middle of the building, steps away from showrooms like Haworth, and on par with the largest brands. I advocated for their brand every step of the way by securing the space, programming the showroom and hiring a local design firm to bring the vision to life.
The experience I created for Scandinavian Spaces went beyond a beautifully designed showroom with beautifully designed furniture. Experiential retail with in-store interactions like product customizations, bars, even basketball courts is booming, and I incorporated those forward-thinking best practices into the showroom with Scandicafé. A working cafe within the showroom, Scandicafé invited guests to share in authentic Swedish culture by sharing a fika, a traditional midmorning coffee and pastry break. It was a strategic, timely, and effective draw for the space.
“Fika. We want to give everybody who comes to visit us here at NeoCon an experience. You can come, sit down, hang out, have a coffee or pastry with us.” — Thomas Jönsson
