Ensuring the Carpet Matches the Space
The Mohawk Group
February 23, 2006TMG has focused this year on rebuilding their brands including redesigning the image of Durkan and Karastan, their fashion lines.
Having collaborated with cleverSPIN on the new Durkan Commercial flooring product to be released at NeoCon 2006, The Mohawk Group (TMG) took advantage of our full-service approach by asking cleverSPIN to transform their existing showroom space.
The challenge is to showcase The Mohawk Group’s five brands in a clear and concise manner. This is not a total overhaul of the layout. The strategy is to reuse the existing architecture of the space and reorganize the product layout.
CleverSPIN’s first step is to define The Mohawk Group’s new brand statement. This exploration has led to the showroom’s theme “Inside-Out”, a reference to TMG’s face-lift of their product line. The substance of TMG’s message, and the focus of this year’s showroom, is TMG’s dedication to sustainable design. TMG’s strength is in their long history of performance, technology and sustainable practices, qualities that have built customer loyalty and trust.
The existing configuration of the showroom presents several challenges, beginning with circulation. It is also critical to define each of the five brands with distinct experiences within the same showroom. Brands within TMG include Karastan Commercial, Durkan Commercial, Mohawk Commercial, Durkan Hospitality and Bigelow Commercial.
The Mohawk Group (TMG) took advantage of our full-service approach by asking cleverSPIN to transform their existing showroom space.