neatfreak!, a global manufacturer of home organization products, sought a new booth that would embody its mission: to bring harmony to everyday life. The brand envisioned a booth that efficiently displayed its products and organizational values at the International Home + Housewares show. neatfreak! aspired to eliminate product-packed areas in favor of a clean, simplified space that symbolized the brand promise and strengthened its show presence.
Structuring the vision
The neatfreak! vision was clear: create an Apple Store-like space embodying the brand's minimalist organizational approach through solutions-based products. The clean, simplified design needed to include efficient displays, private meeting space, be adaptable for future use, and highlight neatfreak! imagery and proprietary hangers. The biggest goal? To amplify the mission of organized harmony in the 30’ x 60’ space, a prominent intersection of the hall.
Embodying a harmonized mission
In collaboration with neatfreak!, Freeman built a retail-inspired space with custom windows and a vibrant door coated in the brand’s signature hue. The lightweight SmartPanel™ framework offered an airy, adaptable foundation to showcase the mission and products as well as the large-scale, proprietary hangers (designed and constructed by neatfreak!) dangling above.
The double-decker structure stood out among the crowd with reusable fabric panels to highlight incredible neatfreak!-designed imagery. The dynamic yet economical display areas showcased the products and mission of harmonized efficiency.
Beautiful alignment for the win
This new booth delivered the strong branding and clean design the brand intended as well as strong brand recognition on the show floor: IHHS awarded neatfreak! Best in Show for 2017. The brand plans to continue use of the booth and will be taking it on the road.