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NeoCon 2009 a Busy Year for Brentano
Fabrics showcased in innovative exhibition and educational "green" display

07.01.2009

FashioNext NeoCon gave those in the contract interior design industry a peak into the creative minds of established-Chicago fashion designers
Every year around mid-June the contract interior design industry gathers in Chicago for the NeoCon World's Trade Fair. June 15-17, 2009 was exceptionally busy for Brentano, who made their entrance into NeoCon with two exhibits located on the ground floor of Chicago's Merchandise Mart. While Brentano has had a presence at the show for years, principally in the Donghia showroom (Suite 631) since partnering with them in 2002, NeoCon 2009 marked their passage into exhibiting outside a showroom.

Fashionext NeoCon
For their debut, Brentano partnered with the Chicago History Museum and Andreu World America to create FashioNext NeoCon, a collaborative exhibit that demonstrated how the creative worlds of fabric, furniture, and fashion can come together. FashioNext was the perfect fit for Brentano - an unconventional exhibit for a company that approaches contract textiles from a unique perspective. The exhibition articulated the trend toward an increasingly influential relationship between fashion and interior design by showcasing designer gowns crafted from drapery textiles paired with complementary upholstered chairs.

Green Spot
Brentano fabrics could also be seen in the Merchandise Mart's Green Spot, a green product gallery and education center that showcases new, innovative, sustainable, and eco-friendly products from showrooms in the Merchandise Mart. Located on the first floor, this year's Green Spot was finished just in time for NeoCon 2009, with the final signs for Brentano's certified eco wool pattern Eco Stripe and environmentally-friendly faux leather Zebra going up just two days before the show began.

Brentano Design Director Iris Wang and other members of the design studio were up on the 6th floor in Donghia. In the showroom, they enjoyed previewing their upcoming fall 2009 collection - which includes the IIDA/HD Product Award-winning upholstery De-Vine and drapery Rendezvous - as well as taking in Donghia's stunning new space that exemplifies the classic Donghia style of quiet elegance.

Indiana Furniture Showroom
Additionally, while exploring the floors of NeoCon, those who ended up in Indiana Furniture would find a beautiful neutral showroom punctuated with blue accent textiles, designed by Nick Magoto, Vice-President of Design for Continental Office Environments. Upon examination, one would find that the colored textiles on the chairs were Brentano's own Gridlock-Blue Streak, a basket weave with a double-beam loom construction in a soft blue color.

Now that NeoCon 2009 is over, the only thing left is to figure out what to do for 2010.


The FashioNext exhibition was located across from the Merchandise Mart lobby elevators, providing attendees a beautiful display while waiting in the inevitable NeoCon elevator lines.

Brentano staff lunch and learn Iris Wang at lunch and learn for Brentano staff
LEFT: The reading rails detailed the evolution of the competition from a spin off of Chic Chicago, to a spectacular finale event, to a NeoCon exhibition.    RIGHT: Provided by Andreu World America, the Wok chair (pictured left) is upholstered in Brentano fabrics Dune and Curlicue.

The Merchandise Mart's Green Spot features a "Sustainability timeline," printed with low-VOC eco-friendly UV inks on salvaged glass panels. It celebrates the accomplishments of the mart, their showroom partners, and the city of Chicago.

In addition to green textiles, the Green Spot showcases eco-friendly furniture, carpets, lighting, wallcoverings, and home accessories.

The soft cotton hand of Gridlock complements comfortable armchairs from Indiana Furniture, as seen in their Chicago showroom set amongst their beautiful wood furniture products.

In addition to stylish chairs, Indiana Furniture also manufactures timeless quality casegoods like those pictured above with a Mondrian-inspired wall decoration.











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