sources | PRODUCT DRESSING ROOM | Compiled by Kadie Yale | Images courtesy of Mohawk Group
Creating a new image for established brands can feel downright impossible at times, particularly if that brand is Mohawk Group. With almost 150 years at the forefront of the flooring industry, Mohawk enlisted global architecture and design firm Gensler to use
the opportunity to push the brand’s image beyond common conceptions in the
design of its 8,500-square-foot New York City flagship showroom.
As a stepping stone, Gensler invited a cross section of designers – those
just starting out to senior principals – to provide their opinion of the brand. From
there, Gensler designed the showroom to address the user’s experience, the
brand’s direction, and overall functionality of the space.
“It was really great to get this cross section of people and their thoughts
around what they perceive [Mohawk Group] to be,” said Jean Anderson, principal and design director at Gensler. “A lot of people know Mohawk for carpet
and carpet only. That was an interesting data point for us to work with because
Mohawk wanted to showcase all [its] different offerings. That was definitely at the
forefront of how we looked at all the different spaces within the showroom.”
Flipping the script on users’ expectations of Mohawk begins the moment
one enters the showroom. Against expectations, the flooring used is from the