Teknion, a global workplace furniture manufacturer with more than 45 years in the industry, is known for creating products that foster connections across offices, hospitality spaces, and healthcare environments. In 2022, the brand relocated its Chicago showroom from the Mart to Fulton Market during Design Days/NeoCon, reflecting a shift toward the new design district.
By 2024, Fulton Market had grown into a key hub during the show, but competition for attention remained high. Editors and specifiers were still splitting time between the Mart and Fulton Market, and the distance between venues created challenges for traffic. At the same time, Teknion was launching Aarea, a sustainable chair designed with Pearson Lloyd, and needed to ensure a strong press turnout, meaningful coverage, and recognition that reinforced its position in workplace design.
UpSpring built a trade show media strategy to amplify Teknion’s presence and establish the showroom as a must-visit destination. At the core was a dedicated press day, which concentrated media visits into one focused window and gave editors a clear reason to prioritize Fulton Market.
Partnering with Teknion’s marketing team, we refined the “airport lounge” concept into an interactive press experience. A passport-style map guided guests through 11 product touchpoints, while the lounge environment encouraged conversation and gave editors time to experience products firsthand.
Ahead of the show, UpSpring leveraged long-standing media relationships to secure early visibility and targeted invitations. During Design Days, we coordinated nine editor appointments, supported the showroom on site, and managed press materials. Post-show, we sustained momentum with follow-ups and press kits.
The results were significant. Teknion earned nine press placements in leading design publications, including Interior Design, Office Insight, Business of Furniture/MMQB, and Metropolis. The Aarea chair won a Metropolis Likes Award, underscoring the strength of the launch. Most importantly, the concentrated strategy brought editors into the Fulton Market showroom, giving Teknion valuable facetime and ensuring their story extended well beyond the trade show floor.
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"From fleshing out weekend activations to setting up strategically-timed editor appointments that maximize the amount of foot traffic into the Fulton Market showroom, UpSpring has become a reliable and trusted partner in helping to build up our design trade show presence year after year."
"From fleshing out weekend activations to setting up strategically-timed editor appointments that maximize the amount of foot traffic into the Fulton Market showroom, UpSpring has become a reliable and trusted partner in helping to build up our design trade show presence year after year."
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