2014 marked Coalesse's second showing at the Milan Furniture Fair. Our budget was one quarter of the previous year's, and the company was in the midst of huge organizational and strategic change. We pulled off an engaging space that told our story of the new work/life crossover despite a host of challenges.
We returned to the Milan Furniture Fair in 2015, aiming to create a cleaner, more lightweight space. Our challenge that year was chairs, chairs, chairs -- we were focusing on several new seating lines, but wanted to avoid showing a sea of legs. We broke up the space with simple but evocative architecture, and created a display wall to show CMF and product options, a departure from the usual Coalesse strategy of showing only usable settings.
In 2013, we launched a pop up in New York as part of an exploration on whether to open a permanent showroom there. Over one week, we held an industry + press launch party and hosted a variety of group learning sessions, luncheons, and individual tours for the A & D community. The photo studio location presented the challenge of talking about the modern workspace, absent any environmental cues. Instead, we focused on storytelling about three product lines within individual collaborative, social, and personal settings.