Touch, Feel, Stay Awhile: Why Showrooms Still Matter in a Digital World
- Sarah
- Sep 8
- 5 min read
In an era where you can virtually place a sofa in your living room with a few taps on your phone and scroll through endless digital lookbooks, you might wonder: do showrooms still matter?
At Kuchar, the answer is a resounding yes.
While digital tools have revolutionized how we preview, research, and shop for interiors, they haven’t replaced the impact of a thoughtfully designed, in-person showroom. In fact, the role of the showroom has only become more essential — not just as a sales tool, but as a stage for brand storytelling, human connection, and real-world inspiration.
Let’s break down why…
From Library to Experience
Historically, showrooms were pragmatic and product-focused — part library, part warehouse, part meeting space. Designers would sift through stacks of printed catalogs, check out finish samples, and maybe test out a chair or two.
But times have changed. Much of that logistical groundwork now happens online, which means the role of the showroom has evolved. It's no longer about showcasing everything — it’s about showcasing what matters, in a way that resonates.
When we design showrooms today, we think in terms of experience and emotion. Our clients want spaces that invite, excite, and leave a lasting impression. And at trade-focused destinations like The Mart in Chicago — where we’ve created spaces for brands like Davis, 9to5 Seating, H.H.H., Scandinavian Spaces, and Bernhardt — the competition for attention is real. First impressions matter. Design is everything.
Seeing Is Believing (and Sitting Is Even Better)
Digital renderings can do a lot, but they can’t replicate the moment you sink into a perfectly crafted lounge chair or run your hand along the edge of a beautifully detailed table. That’s especially true in commercial furniture, where comfort, scale, and craftsmanship are central to the decision-making process.
A great showroom allows you to see the stitching, feel the materials, and understand how a product interacts with light — something often missed online. For example, when we designed the EL Design showroom, lighting wasn’t just a feature; it was a focal point. Seeing how fixtures glow, reflect, or cast shadows in real space simply can’t be replicated on a screen.
And let's not forget the importance of motion and flow. A showroom visit isn’t static; it’s a journey. That’s why we design “tour paths” — intentional routes that guide visitors through the space in a curated, strategic order that supports the sales story.
Branded Spaces That Don’t Compete — They Complement
Every showroom starts with one big question: What story are we telling?
At Kuchar, our process begins with a deep dive into the brand — its history, tone, aspirations, and audience. From there, we design a space that feels cohesive and memorable without overshadowing the products themselves.
Take our work with Scandinavian Spaces, for instance. A few years ago, we designed and helped them launch ScandiCafé, a hospitality-infused space adjacent to their showroom that did more than just display furniture — it became a destination. NeoCon attendees grabbed coffee, held meetings, and lingered. That sense of warmth and welcome made the brand unforgettable long after the café cups were cleared.
Designing spaces that feel modern, branded, and balanced is part art, part editing. A showroom packed with every product in the catalog can feel overwhelming. But a curated environment, where each piece feels intentional and considered? That’s where the magic happens. Think more gallery, less garage sale.
Why The Mart Still Matters
There’s something undeniably special about The Mart. It’s a hub of creativity, connection, and commerce — a place where designers, reps, and manufacturers come together. Unlike flagship retail stores, showrooms here are to-the-trade, designed specifically for industry professionals and their unique needs.
One key advantage? Proximity. You can visit dozens of showrooms in a single afternoon — comparing products, meeting with reps, and gathering ideas in real time.
We always consider window presence when designing Mart showrooms — how a space looks from the hallway is just as important as how it feels inside. It’s the first thing a designer sees, and sometimes, it’s the reason they walk in at all. A favorite moment? When we transformed the Source Seating showroom with bold mauve tones — so unexpected compared to the neutrals of the time — that designers literally stopped in their tracks. One visitor told us, “I didn’t know this brand before, but I had to see what this space was about.” That’s the power of smart, memorable design — it opens doors.
Showrooms Are About People, Not Just Products
More than ever, brands are asking us to build hospitality into their showrooms. Lounge areas, beverage counters, flexible gathering zones — these aren’t just nice-to-haves. They’re central to creating spaces where people want to be.
Increasingly, brands also want their showrooms to be multi-use destinations: places for talks, panels, intimate presentations, and even collaborations or pop-ups with like-minded partners. That kind of flexibility — both spatial and strategic — is shaping how we design from the ground up.
In a digital world, connection is currency. And showrooms give brands the opportunity to connect with their audience in meaningful, face-to-face ways. No amount of scrollable content can replace the feeling of being in a well-designed space that inspires conversation, creativity, and relationship-building.
Investing in a Showroom
If you want designers to fall in love with your product — not just view it, but remember it, specify it, advocate for it — then the choice is clear.
A great showroom should make you feel inspired. Welcome. Excited to dream up something new — and even more excited to bring that vision to life. It’s not just about showcasing product. It’s about giving people a reason to stay, return, and share the experience with others.
We’re already deep into planning for NeoCon 2026, and the trends we’re seeing — flexibility, neurodiversity considerations, elevated hospitality — all point to the same thing: people want spaces that feel good, look good, and do more.
Digital will always have its place. But physical spaces are where relationships are built. And in this industry, relationships are everything.
Want to work with Kuchar on your next showroom? We’d love to help you tell your brand story — in real life. Click here to start the conversation!