neocon 2021: strategically planning your visit

With only 1 more day until NeoCon, the A&D community anxiously awaits now more than ever, the largest contract furnishings tradeshow to see what new introductions will be launched. Given the size of the Merchandise Mart and the number of showrooms participating outside of the Mart, time management is important to maximize your experience. I have been fortunate to attend NeoCon for more than 20 years and have had to strategically plan my visits to learn about as many new products and manufacturers in 2 to 3 days.

The 3rd, 10th and 11th floors in The Mart are floors with permanent contract manufacturer showrooms, while floors 7 and 8 have booths for manufacturers with temporary exhibits. Prior to COVID, I would always start the show on Monday by walking up to the 11th floor and then work my way down using the stairwells. The elevator availability pre-COVID was often challenging, and this year more than ever, I would prefer the stairways. There are however express elevators usually to floors 3,7,8,10 and 11. Remember, cute and comfortable shoes are essential for a successful NeoCon!

Prior to arrival at NeoCon, it is best to register for your NeoCon badge either online or in person, and this year there are health and safety protocols associated with your registration. I usually schedule appointments with those manufacturers I would like a more in-depth explanation about their new products. I start by contacting my local representatives to schedule appointments because if they are not planning to attend the show, they can put you in touch with the appropriate contact to confirm an appointment. This year, many manufacturers are either relying on their local representatives who cover the Chicago area to participate at NeoCon, or companies are sending management from other regions throughout the country.

I often set up my schedule starting with appointments on the 11th floor and then work my way down to floors 10 and 3. Afterward, I review products on the 7th and 8th floors, and also allow time to visit showrooms outside of The Mart. I prefer to schedule appointments outside of the Mart either first thing in the morning or at the end of the day, to maximize my time. Depending on the size of the showroom and extent of new product, I usually maintain 15-30 appointments and try to schedule a maximum of 2 appointments per hour. Since there will be some time in between appointments, I use that as an opportunity to review products in smaller or new showrooms on each floor.

In addition, make certain to give yourself breaks to look at products on floors with less contract-driven manufacturers who are still participating in NeoCon. There are many high design products on these floors which are less trafficked often making for a nice reprieve from the crowds.

There are also several showrooms that have relocated outside of The Merchandise Mart, either in the surrounding area making them easily accessible on foot, or now in the hip Fulton Market District area. Knoll and Herman Miller/Hay/Design Within Reach are all now located in the Fulton Market District, which is best to visit either at the start or end of your day.

This year, I am really looking forward to seeing how the products launched at NeoCon support new ways of working due to the pandemic. It will also be a true reunion for the industry that is much needed and long overdue! It will be a more intimate experience with less attendees, but still with plenty of new products.

Chicago is a wonderful city and experiencing it this year in October instead of June, will be exciting! Definitely try to take advantage of opportunities to enjoy the city including architectural boat tours, Lake Michigan, The Magnificent Mile, shopping, museums and parks to name a few. Chicago is also full of culinary experiences so if you are a “foodie” savor the amazing restaurants and fine dining experiences, especially with the expansion of outdoor dining.

Enjoy Chicago and have a good NeoCon! Stay tuned for highlights after the show.

I hope this can also be a resource for those attending Neocon in June 2022!

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