Turf Experience Center named IIDA Showroom winner at NeoCon

Our firm has proudly helped Turf, a leading acoustics manufacturer, create and update their experience center across consecutive years. They are designed to take visitors on immersive journeys that offer in-depth explorations of Turf's wide range of products and latest acoustic launches.

The 2025 showroom invites visitors to explore a bold new aesthetic theme, neoretrofutureoptimism, which leans into nostalgia as a tool for comfort, paired with a bright, energizing look ahead.

The careful infusion of cultural references from across the decades show how retrofuturism has resurged in every era from the space age midcentury to the digital 90s and 00's. Hidden touches and interactive vignettes transport visitor across time as they explore the space.

The annual IIDA Showroom and Booth Design Competition honors originality of design and visual impact of showrooms and booths at NeoCon in the historic Merchandise Mart in Chicago. The 2025 Turf Experience Center showroom also received this recognition along with numerous other design awards.