UK-based furniture designer, Frövi, is making the prestigious Floor 11, Suite 101 of The Merchandise Mart, Chicago their North American home.

Opening their doors for the first time at NeoCon 2023, visitors to the stunning showroom can expect a fully immersive experience, with considerations for all the senses.

Frövi’s showroom designer, Matt Coules, carefully considered the plans for the space, keeping the human experience at the heart of his designs. By carefully dividing up the area, and intelligent placement of Frövi’s furniture, Matt has created nine separate zones each offering a different scenario for which their furniture has been originally designed.

With floor-to-ceiling windows, the experience starts outside the showroom. The mystery of not being able to see everything aims to entice customers, and a simple route through the zones encourages guests to explore further and experience more.

Scenarios designed to Inspire.

The nine zones are beautifully designed to represent real-life scenarios they are originally intended for. Ranging from collaborative and co-working solutions to breakout areas and relaxation spaces, each has been carefully considered, keeping the five senses at the core of its design. From experiencing the unparalleled comfort of their soft seating ranges to seeing the interesting and unusual materials incorporated into their designs, visitors can expect to be impressed by everything they see, feel, and experience from Frövi in their Chicago showroom.

Visitors can also enjoy exploring the onsite ‘Frövi Campus’, a dedicated area where visitors can see and learn about the stories behind our product designs either guided by an experienced member of staff or independently. All information is freely available in printed literature or on large display screens giving further inspiration on how their products can be used in a vast array of spaces.

All zones embrace color theory and are guided by color trends and forecasts, creating complimentary color palates to help visitors understand how their products, fabrics, and colors perfectly complement several real-life environments.

“We want the space to be multi-sensory. The area is not just about looks but about the feel, the fabrics, the textures, the importance of comfort, and the use of planting. There will be something to cater to all senses.”

Matt Coules, Showroom Designer, Frövi

Product Selection supports North American Customers and the Environment.

The wide-ranging selection of products on display has also been carefully considered, and the vast majority will be manufactured locally and shipped to customers in just 6-weeks. This bold move strengthens Frövi’s ambitions to support their customers by manufacturing their furniture locally, creating significantly reduced lead times, especially for projects requiring quick turnarounds.

This approach also means that their environmental impact is also significantly reduced as it removes the need for products to come from European suppliers, aligning with Frövi’s company values.

“We’re delighted to launch our new Quick-Ship program, which means a large number of our most popular products are made locally, both supporting our customers’ needs and making our great designs available faster and more efficiently. Reducing our environmental impact was also a crucial factor when defining our North American distribution strategy.”

Roy Dunham, Chief Operating Officer, Frövi North America

About Frövi

Established in the UK in 1976, our mission is to create designs that enrich the experiences of everyday life. We do this by creating exceptional furniture through intelligent designs and innovative materials that revolutionize workspaces across the world, to inspire the creativity and productivity of its users.

Our UK-based in-house product design team travels the world seeking out new, different, interesting materials, identifying emerging trends, and embracing color and space theories, before meticulously designing beautiful products that complement the overall vision for a space in our own unique and distinctive style. We love being different for a reason and use this as motivation to be better and achieve more than what is already out there.

We are immensely proud knowing the products we’ve designed and the services we provide are enriching the experiences of people’s everyday life. We use it as a catalyst to do more and go further creating long-lasting, and meaningful relationships with our customers, our partners, and each other.