expanded showroom at the MART

via seating is excited to announce the unveiling of our fully rebuilt, redesigned and expanded (double the space) permanent showroom at THE MART this Neocon, June 10-12.





the MART
222 W Merchandise Mart Plaza
10th Floor – Room 10-148
Chicago, IL 60654


via seating’s showroom at THE MART is a permanent showroom on floor 10. The new, expanded showroom and design will be unveiled at NeoCon 51, June 10-12, 2019.


Reno Business Interiors
Gretchen Graybar, Senior Designer, RID, NCIDQ, LEED AP
Stephanie Hooft, Senior Project Manager

Whitney Architects
Nora King, Senior Project Manager, AIA, NCARB
Janet Caponigro, Senior Project Manager, IIDA, NCIDQ

Concept of Design:

Chicago is a city that has a little something for everyone.  It is diverse, and elegant. It is artistic, and outdoorsy.  Chicago is a year round destination, and whether you fly in for a Chicago Cubs game, take the architectural tour, or even attend the annual NeoCon event, you will most likely leave with joyful exhaustion.  When designing this showroom, we wanted to encompass all of these amazing attributes of Chicago while people walked via seating’s circle of award winning innovation, European inspired design, superior custom comfort, and engineered quality products .  We pushed the visual aspect when the visitor steps foot in the space.  The black and white mural of Chicago’s skyline will have a great impact, yet also draw the visitor’s eye to the beautiful array of lounge pieces that sit in front.  The thought of “city lights at night” inspired this design, with the furniture acting as the light at the base of the mural.  We researched the various tones of gold, white, gray, and black, which are all colors you may see when viewing the city of Chicago at night.  We were also able to incorporate patterns on via seating’s product to show the industrial side of Chicago.  Visitors will notice the various textures and material of the seating fabrics when they walk through the transitions of flooring, as each application may call for a different sensory appeal.  The decision to keep the concrete floors from the expansion space gives the interior of via seating’s showroom “curb” appeal.  We wanted visitors to have the  sense of walking the streets of Chicago, where sidewalks may lead them to a warmer environment with the wood plank LVT but also keep the softness of the space with the neutral slate carpet tiles.

Our goal was to have the walls in this showroom speak to individuals.  The colors, the vantage points, the comfort, and the artwork.  The photo composition artwork pieces displayed on the wall was created by Chelsea Terry (@chelseaterryphoto, www.chelseaterryphotography.com) with the purpose of taking various Chicago landmarks and composing via seating product in the black and white photo so the product visually stands out.  This not only draws the viewer’s eye directly to the product, but will also have them intrigued by the uniqueness of the composition.


NeoCon is the world’s leading platform and most important event of the year for the commercial design industry. NeoCon 51 will take place from June 10-12, 2019 at The Mart in Chicago. Since its launch in 1969, the show has served as a launching pad for iconic brands and products in the commercial design world. Furthermore, NeoCon has evolved into an international design hub that brings together more than 50,000 professionals for networking opportunities as well as dynamic and diverse learning experiences. Its powerful conference program is at the forefront of thought leadership, delivering distinguished speakers, ideas and innovations that are shaping the global landscape of workplace, healthcare, hospitality, government, education, retail and more.