InterfaceFLOR LLC has been an innovator and global leader in designing and manufacturing modular carpet tiles for more than 35 years. Interface Hospitality is the company’s recently launched division dedicated to serving the lodging, dining, meeting and events, gaming, entertainment, and senior living sectors. We helped Interface Hospitality debut a vibrant new brand experience at the hospitality industry’s largest design show, The Hospitality Design Exposition & Conference (HD Expo), in Las Vegas.
HD Expo attracts international architects, designers, manufacturers, and artists who showcase the best in hospitality design to approximately 7,000 attendees annually. More than 900 exhibitors unveiled the latest in trends, innovations, and products in the hospitality industry. The experience conceived and designed by Peopledesign brought the masses into the Interface Hospitality booth.
Peopledesign’s inspiring direction reflects how specifiers in this market approach design projects. Encapsulated by the initials DYF™ (Design Your Floor), which were coined by our strategic creative team, the program provides specifiers with appropriate tools to create a customized design with modular carpet tiles through color and composition. In an effort to deliver on the DYF™ promise, Interface Hospitality repackaged several dozen product collections to be showcased especially at HD Expo.
We helped InterfaceFLOR develop a strategy for moving decisively into the hospitality market, starting with the 2011 HD Expo show in Las Vegas. We recommended they leverage Interface’s core product and brand strengths and focus on how this market thinks about space design: corridors, guest rooms, and public spaces. With DYF™, designers view flooring and carpet design as an opportunity for creativity and functionality. The new Interface Hospitality brand extends the company’s overall brand promise into the hospitality market.
InterfaceFLOR’s move into hospitality is highlighted by a vibrant pink graphic identity for Interface Hospitality and the DYF™ program, chosen to stand out among the competitive noise. The new marketing program involves the simple, yet bold trade show environment at HD Expo, a promotional website, social media, original photography, animation, video, and brochures. “The new brand materials by Peopledesign exceeded my expectations,” says Charley Knight, Vice President of Interface Hospitality.
Peopledesign continues to work with InterfaceFLOR to further position Interface Hospitality.Author: Kevin Budelmann