What does it take to get a bunch of designers to fight Manhattan traffic to look at new office furniture? A few strong showrooms, a few strong products and (quite) a few strong drinks, it seems. Those are a few of the things that attracted the Big Apple's architects and designers to the New York Design Center for the 14th annual first LOOK.
Though it is not associated in any way with NeoCon, first LOOK has become the de facto NeoCon East, a chance for the design community in New York that didn't go to Chicago to see what it missed.
It is a small show for mostly small and mid-sized brands. You won't find Herman Miller, Steelcase, Haworth or Knoll at first LOOK since they have their own showrooms in Manhattan. The largest companies at the New York Design Center are KI, JSI and Groupe Lacasse. They are joined by brands like Halcon, Davis, Keilhauer and a number of others in showrooms run by some of the city's largest rep groups.
One of those rep groups is Gibson Interior Products. Owner Ken Gibson uses first LOOK to invite some of his most important customers to his space on the 15th floor to see brands like Nevers, OM, sitland, Spec, Tayco, Via Seating, Arcadia, Claridge and others. His showroom was mobbed throughout the night — first LOOK is a single day event — and he made the most of it.
“We are keeping it low key this year, no huge party,” he said after entertaining the facilities team from a major New York City university. “We want to be respectful to our customers and their time and sell some furniture.”
Gibson also used first LOOK to show off his new “look book,” a beautifully printed book filled with products that his firm reps.
Though New York's residential real estate market has cooled, commercial real estate is still strong. Furniture projects are plentiful in the New York area, said Casey McNamara, president of Napier + Joseph + McNamara, which reps Halcon, Davis, Pellizzoni, Alur and Peter Pepper.
NJM and its brands have built out one of the most beautiful showrooms in the New York Design Center. “It is so busy right now,” McNamara said. “It's crazy in New York City.”
Though it seemed as though crowds for first LOOK were off from last year, it was still a healthy turnout. One of the busiest showrooms was KI's, which showed off its new Tattoo product line to the New York design community with a steel drum player performing in the background. Groupe Lacasse also was packed. Although its New York showroom isn't as spectacular as its new spot in the Merchandise Mart in Chicago, Groupe Lacasse gave attendees plenty to look at there.
If KI and Groupe Lacasse had the busiest spaces, Keilhauer certainly had one of the most beautiful. The arching metal “ribs” running through the length of the space and glass ornaments made visitors feel as if they were in a futuristic airplane or ship.
For those attending or showing at first LOOK who are not from the metro area, getting there was half the battle. MyResourceLibrary Principal Jeff Carlson's flight was cancelled because of heavy storms in New York on Tuesday evening. Cole Heichelbech, vice president of sales at Jasper Group, also had a flight cancelled, but ended up getting into Manhattan at 2 a.m. Wednesday morning, just enough time to get some rest and head to the event. It was a small price to pay for access to the most important commercial interior market in the world.
“It is an important market for us,” he said. “Everything seems to be going toward ancillary, and that's definitely a strength.”
Brands that show at first LOOK vary from larger companies like KI to some like LaCour, a brand that sells trading desks and open office benching — categories that are particularly strong in the New York metro market.
It is fitting because first LOOK has a very New York feel to it. The showrooms are built out like many offices in the city with glass storefronts that face toward the hall of the building. Many companies put a lot into the showrooms. They range from the colorful, like that of Arc|Com and its fabrics, to the rich wood furniture in Halcon.
The rep groups that host showrooms for their manufacturers put a lot into the spaces. Levine Contract Furniture Group has one of the largest showrooms for its lines. LCFG reps ECA/Dekko, Egan, ESi, GI, Krug and Krug Health, Naughtone, Nevins, Office Speciality, Stylex, Watson and Woodstock.
So should you go out of your way to attend or exhibit at first LOOK? That's not easy to answer. If you are a New York-based architect, designer or commercial interiors customer, the answer is definitely “yes.” If you are in one of those professions and do not live in New York, you are much better off attending NeoCon. If you are a manufacturer, the answer is slightly more complex. If you want to sell and have a presence in New York, you can do worse than leasing at the New York Design Center and participating in first LOOK.
