CHICAGO—After more than a year of feeling the affects of a recession that played havoc with the residential market for nearly four years, the architectural and design community is beginning to see signs of life. That was the prevailing sentiment at NeoCon 2010, which was marked by an uptick in attendance, standing-room-only carpet showrooms, gains in exhibitors and exhibit space and, most importantly, immeasurable optimism.

Attendees and exhibitors agreed that NeoCon, North America’s largest design expo for commercial interiors, was indicative of a show that reflected an industry slowly starting to recover from the economic hardships of the past 12 to 18 months. And as the economy gains momentum, many see pent-up demand fueling growth through the year.

Mark Falanga, vice president of Merchandise Mart Properties, owner of NeoCon, said, “We had about a 28% increase in exhibitors over last year and around a 10% increase in attendance. This shows us people are expecting, if not already seeing, an uptick in business.”

Falanga had been hearing that A&D firms were bringing more people this year than last. “For example, HOK last year brought only a handful of people,” he said. “This year it’s close to 40.”

More important than pure numbers, the quality of the individual was up, Falanga said. That is a result of the paring down of A&D firms, so the people still in the game are either involved in projects or pursuing projects. “None of these design firms are making casual decisions and letting everyone in the office come to the show. People are here purposefully. They have projects on the board, projects in the pipeline and are here to find ways to provide clients with their best solutions throughout the year.”

Falanga added exhibitors were not only noticing the increase in attendance, but they have been taking the challenging environment in stride. “We’re in a mature industry. As a result of that, most of these companies have been through multiple recessions. They recognize that when a market goes down, it will come back up. They posture themselves for that. It’s a forward-looking industry.”

With that said, Falanga was seeing much more innovation and marketing than last year on behalf of the exhibitors. He talked about the ongoing “decommodification” of the marketplace with flooring at the forefront. “Flooring has become a leader in creating unique designs in a category that used to be a commodity a decade or two ago. It has also been a leader in the environmental movement, and that has been infectious to so many product categories.”

The significance of the category is not lost on Falanga as it represents the second largest at NeoCon in terms of both number of exhibitors and square footage. Flooring is also unique in that manufacturers focus on all commercial markets as opposed to many companies that target just one particular segment.

Corporate is the largest of the commercial segments, and for the first time in a long while the market is looking up. “In every city leasing velocity has picked up,” Falanga said. “New York velocity was up 47% first quarter 2010 over 2009. Companies are shifting from one location to another to get into a renovated space. With landlord concessions, tenants are buying flooring. That’s all in the pipeline right now. Attendance at this NeoCon is reflective of the design community understanding that dynamic.”

The brightest segment right now is government, a sentiment echoed by many exhibitors. “Government business is up 14%,” Falanga said. “While corporate showed massive declines over the past few years, government expenditures on furnishings have increased dramatically.”

Learning is earning

The show itself, touting more than 700 showrooms and temporary spaces, also offered 190 speakers conducting 150 CEU-accredited seminars and association forums. Enrollment in the education program was double last year, Falanga said. “Seminars reveal things about the mindset of the community. Green-related, sustainability related seminars are very popular. Also, those that focused on diversifying a skill set and acquiring new business were well attended.

Green strategies were at the forefront of most manufacturers’ messages. For example, InterfaceFLOR’s claim to achieve a zero carbon footprint and be off oil completely by 2020 was declared by the sponsoring of a life-sized elephant constructed of recycled truck tires and placed in the front of the Merchandise Mart. “Nomkhubulwane (named for the Zulu goddess regarded as Mother Earth) symbolizes our commitment to sustainability and talking about oil, the proverbial elephant in the room,” said David Hobbs, president, InterfaceFLOR.

Sustainability

As expected, environmental attributes dominated new products.

• Karastan Contract, one of The Mohawk Group’s four brands, showcased Tuscany Fields, the first product line from The Mohawk Group to be manufactured with SmartStrand Contract, an innovative new fiber made with up to 37% bio-based renewable resources. The products are CRI Green Label Plus and NSF 140 certified with their recommended adhesives meeting the most stringent rules for VOC emissions.

• Invista introduced the Antron brand’s new platform for redefining sustainability with its “Getting it Right in Its First Life” platform. Antron is seeking more comprehensive understanding of a product’s effect on our lives and the environment. First Life is defined as the time frame from when a new carpet is installed until it needs to be removed due to unacceptable appearance and/or performance. This approach supports existing Life Cycle Assessment (LCA) models but expands upon them to incorporate performance testing, customer use and maintenance through the first use of the product.

• Tandus introduced Genesis, the first flooring fiber to encase a biopolymer in a nylon outer layer. The biopolymer is derived 100% from annually renewable plant sugars from non-food stock and emits 86% fewer greenhouse gas emissions and uses 65% less nonrenewable energy than nylon.

• Expanko announced its recycled rubber flooring, Reztec, was awarded SCS certification for containing recycled materials that can help meet the criteria for LEED MR 4.1 and/or 4.2 as specified by the USGBC.

Modular

In carpet, the balance continues to shift toward modular tile at the expense of broadloom. In fact, some estimate modular now commands a greater share of volume although broadloom still represents around 55% of dollars. Among the many introductions:

• Bentley Prince Street partnered with Robert A.M. Stern Architects to launch Modern Block, inspired by natural materials such as brick, slate, limestone, sisal and linen. Available in 12 colorways and constructed of Antron Lumena 6,6 nylon, the product is applicable in healthcare, hospitality, education and multi-family residential settings.

• Lees Carpets, a brand of The Mohawk Group, took the wraps off Sixth Sense, which explores organic color and design. Offered in five transcendent patterns and a spectrum of colors accented by metallic yarns, the collection was inspired by elements of nature.

• J+J/Invisions showcased its Magnify and Collection of Light groupings, inspired by everyday surroundings such as carpet strappings, the natural formation of rust and reflection of light. J+J visually expresses these elements into products that offer versatile, unique, high-performing options, according to Jenny Rogers, director of marketing.

• Shaw Contract Group unveiled a large-format, rectangular carpet tile aptly called 18 x 36. Targeted toward corporate settings, the product features five patterns on EcoWorx backing. “New methods of installation shift the shape of design beyond the traditional square,” said John Stephens, vice president of marketing.

Value

Many manufacturers introduced products at lower price points as a recession-busting strategy. Patcraft Designweave’s latest introduction, Entice is Nice, an NSF-140 certified product, constructed using 100% Eco Solution Q nylon and backed using EcoWorx Broadloom backing.

Across all categories, the consensus seemed that there was more value offered to the end user. Glen Hussmann, president, Tandus, pays close attention to what customers want. “We offer quality manufacturing and excellent value. It’s a must in these times.” The company showcased Urban Nature, which combines the look of carpet with the durability of hard surface due to the technology behind Powerbond, Tandus’ hybrid resilient flooring.

Forbo launched its new Marmoleum Global 3 Collection, targeted toward architects, designers and facility managers looking for stylish floor covering solutions that are ecologically sound and economically advantageous. The theme of the collection, “designing the future,” depicts the trends in building construction and interior design: the move toward more open, naturally lit, flexible and ecologically responsible buildings and environments.

Retro

Another trend designers noticed this year were retro colors and patterns—particularly the vibrant colors of the 1980s. “Everyone likes nostalgia,” said Emily Cicharz, interior designer, Ellerbe Becket. “Whether it reminds you of high school, your childhood or a time before you, we all like to revisit a time gone by.”

With the self-claim of channeling the ’80s, Amtico introduced Metals, six subtle metal shades with a rippled, beaten texture dubbed “haute glamour.” The resilient flooring, available in 12 x 12, 12 x 18, 18 x 18 and 12 x 24 tiles are low-VOC and FloorScore certified.

Continuing on the ’80s theme, InterfaceFLOR spotlighted their modular tile products inspired by the 1980s Memphis design movement and 1980s Milan designer Ettore Sottsass. Designed by David Oakey, the design’s ambitions for the collection is to lighten the mood. “What I want is to inspire people,” Oakey said. “To shake people up and say, ‘Let’s have fun again. Let’s be playful again.’”

(For more NeoCon coverage, see the July 19/26 issue of FCNews.)