Turf Experience Center
Immersive journeys through sound and space
- Client
- Turf Design
- Location
- Illinois, United States
- Size
- 18,600 square feet
- Status
- Completed
We have proudly helped Turf, a leading acoustics manufacturer, create and update their Turf Design Experience Center showroom in Chicago's historic Merchandise Mart in consecutive years.
Turf seeks to refresh the showroom each year before NeoCon, one of the leading annual commercial interior design events in the world. The showroom has consistently received Best of NeoCon honors and other industry awards.
Turf Experience Centers are designed to take visitors on immersive journeys that offer in-depth explorations of Turf's wide range of products and latest acoustic launches.
In line with Turf and CannonDesign's sustainability commitments, products from the previous year's showroom are rehoused across the Chicago community.
2026 Showroom: NeoRetroFutureOptimism
The latest 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.
Testimonials
2025 Showroom: Pathways
Designed with three distinct zones – a showroom, office and prototyping space – the 2025 experience center offered visitors two distinct "pathways" that initiated personalized experiences.
On one side, lay a vibrant and energetic path, embodying a playful and poppy aesthetic. Conversely, the other path offered a quieter, more intimate ambiance, characterized by darker, moodier tones. These pathways introduced the expansive range of atmospheres achievable through thoughtful material selection and application.
Guests then discovered a series of carefully curated vignettes and amenity spaces for both everyday employee collaboration and special events. The office zones featured a spectrum of spaces, from lighter and energetic areas to darker and moodier zones.
Three distinct lounges served as retreats for work, breaks or conversations: the dark and moody "Merlot Lounge," the bright and high-energy "Green Lounge" and the more private yet still energetic "Groovy Lounge."
Each year, the showrooms feature diverse environments that focus on experience, wellness and amenities that further team connectedness and put Turf's products and design sensibilities on full display.
