Gunlocke’s upcoming showroom for NEOCON 2020 breaks down, literally, what makes the brand so renowned by revealing the finest craftsmanship embedded within each piece. Guests will experiment with the flexibility of multipurpose workspaces in this newly branded experience, unified by the taxonomy of wood - a deconstructed showroom with deconstructed furniture.​​​​​​​
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THE CHALLENGE
To design a showroom and giveaway for Gunlocke at NEOCON 2020 in Chicago, Illinois 
studioSHIFT | January 2020 - March 2020
BLOCKING AND CONCEPT DIAGRAM
The moment visitors enter, they are guided through an expanding taxonomy of wood motif. From a wood installation in Class A to a cross section in Class B, guests are redirected to the display elevation of a pixelated wall in Class C. Their journey continues after the showroom designs to a veneer ceiling installation in Class D and eventually the interactive cube in Class E as a final pickup point. At every class station, visitors will pick up a cube part of their giveaway to encourage exploration of the entire exhibition, again emphasizing the deconstructed theme.
DISPLAY ELEVATION
FRONT WINDOW ELEVATION
FLOORPLAN + FF&E

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