Allsteel
Allsteel came to Kuchar with the goal of pushing their showroom aesthetic beyond what they have done traditionally. Our past experience in color consultation helped the design team create a color story that captivates. The palette throughout evolves, although a deep, muted red tone ties it all together. From bright pops of persimmon to calming greens, the furniture is seen in a whole new light.
A Showroom Reimagined Through Color
Allsteel, the workplace furniture manufacturer and an HNI company, asked Kuchar to reimagine its 24,000-square-foot Experience Center on Morgan Street in Chicago's Fulton Market. Rather than start over, Kuchar transformed the largely white space through strategic architectural updates and, above all, color. Using the Colored by Kuchar consulting approach, we grounded the showroom in a deep Garrison Red core that doubles as a focal point and wayfinding device, then layered in muted periwinkle at the entry, persimmon in the lounge areas, and teal in the broadcast room. The palette lets Allsteel's furniture be seen in a whole new light, organized around a Rhythms of Work concept that moves visitors through focus, collaboration, and connection. The engagement even inspired Allsteel to produce a baltic blue finish it had never before put into production.
Color is one of the most powerful and underused tools in product showroom design. Manufacturers often default to safe neutrals meant to appeal to everyone, and in doing so make their furniture harder to remember. A more considered showroom design in Chicago treats color as strategy — using a signature palette to guide visitors, define zones, and frame each product so its form and finish stand out. The strongest showrooms also work as environments, not just displays, demonstrating how furniture performs in the kind of settings a client actually works in. Inside a competitive design district like Fulton Market, a distinctive color story is often what turns a routine walkthrough into a lasting impression — and gives a manufacturer's collections a point of view the design community remembers.
A Chicago Design Partner Who Sees Showrooms in Color
Bringing color and clarity to showrooms is our craft, and our team brings over 90 years of combined industry experience to every project. Kuchar pairs architectural rigor with each brand's identity, creating commercial spaces that show a manufacturer's products in their best possible light.