Summary
Transformed HMI showroom at 220 Elm from a disjointed and difficult to navigate space into a  year round branding and selling tool.  I was the leader of the project up through needs assessment, criteria and selection of designer, architect, contractor, furnishings and signage.

Objectives
  • Use the showroom as a branding too.  Use architecture to create an enterprise changing, transformational event.  Mirror architecture and mood of home office and make the showroom a year-round selling tool.
  • Create a street presence that suggests we own the building.  Differentiate the showroom fom the hundreds of other showrooms in High Point and make it a destination.
  • Create the most inviting social space / meeting spot in High Point.  Provide relevant and desirable concierge services that meet the needs of customers during market.
  • Create an umbrella for the corporate brand as well as distinctive identities for the individual companies of Prime Resources Upholstery, Samuel Lawrence, Pulaski & Creations Baby.
  • Communicate the HMI Positioning as “The Future of Furniture.” Make entrance a “mood changing” welcoming area that differentiates HMI from other showrooms.  Build in practical features for quick entry, hospitality, and expedient transition to salesman.
  • Communicate Home Meridian's core values of: Lean, fast, wired, on-trend and global.
  • Reinforce the mission / sustainable competitive advantages of providing extraordinary value through Affordable Design, Best In Class Logistics, Reliable Quality, On-time Delivery, Responsive Relationships, World Class Customer Service
  • Create an efficient space for salesmen to work.  Fast and efficient internet connectivity to increase productivity.
  • Satisfy functional requirements for space for prop closets, restrooms, offices, closing rooms, food preparation & storage, and executive dining areas.


Barriers to Overcome
  • Logistically complex project that involved many different steps and several independent contrators.
  • Could not miss any markets
  • Needed to give each of the companies equal weight in an unusually shaped space

Solution
  • Determined evaluative criteria and hired excellent business partners
​                 Martin Roberts Design
                 Eric Bradley Architect
                 Shelco 
                 SignWorks
  • Developed comprehensive project list and timetable with 500+ line items identifying instrumental steps, assigning responsibilities, estimating costs and creating target dates.

Results
  • The showroom was completely transformed changing the perception of customers, suppliers and employees from an unknown upstart to the future of furniture.
  • The implementation of the showroom was completed after my departure from HMI.  But the plan was completed on time, on budget and met the expectations.
  • The showroom opened April 2012.  More than 400 people attended the grand opening and anecdotally, customers spent more time and said it was easier to shop.

HMI Showroom Transformation Case Study
Click to expand image and see caption explanation
Use artwork, suchnas mobiles to reinforce branding themes.
Provide intimate seating areas throughout for conversation with customers or to answer phone calls. Behind the frosted glass are closing rooms that provide privacy, but also allow passers by to see when it is in use.
Beacause showroom spanned two levels, it was necessary to create a staircase. HMI wanted to use this as an architectural element.
Create the most inviting social space / meeting spot in High Point. If a salesman is not available, rather than waiting impatiently in a murky lobby, customers are treated to an upscale coffee/entertainment bar.
Make the best use of space to seat a large number of independent buying groups.
The large branding flag is more than 30 feet tall and can be seen at a great distance. It is illuminated at dusk.
HMI wanted to create a street presence that suggests it owned the building. Many of the showrooms in High Point are hidden inside large buildings. This street presence makes it easier to find and increases credibility.
The entryway makes the first impression. It needed to be both functional and beautiful. A common theme throughout the showroom is the use of a red square which is a consistent design element included in each of the brands.
Use the showroom as a branding too. Use architecture to create an enterprise changing, transformational event. Mirror architecture and mood of home office and make the showroom a year-round selling tool.
Use curves and geometry to mirror architecture which hides HVAC requirements.
Furnish showroom with furniture in colors that reinforced branding elements.
Make showroom a practical workspace for salesmen. Provoide a tasteful but hidden work area.
Create an efficient space for salesmen to work. Fast and efficient internet connectivity to increase productivity.
Use consistent thematic red walls to reinforce branding elements.
Create inviting and intimate cafe spaces reminicent of eoropean coffee houses to civilize the buying the buying process and make it easier to develop relationships.
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