We started working with Mohawk Group in April of this year in attempt to get ahead of some of the last minute production that happens each year when they unveil their latest product line at NeoCon in June. Production took us to Virginia, Georgia, Tennessee and Illinois where we spent days capturing the process of how commercial carpet tile is manufactured. Our focus was on the design story behind each new line of carpet, the collaboration between Mohawk Group and design firm 13&9, as well as the technical challenges with trying to produce them and stay ahead of consumer trends. The resulting microsite (neocon.mohawkgroup.com) was built around the showroom theme of Floors That Move You and incorporated a fun and interactive navigation tool with video content, photo galleries and interactive elements along the way.
For the final assembly we hunkered down in a great little rental apartment in the Ravenswood neighbourhood of Chicago, dubbed the Banko Media Field HQ , and enjoyed a sit com style lifestyle for a few days until the final deployment on June 15th. If you’re ever in that area, I recommend the lobster mac and cheese at Glen’s Dinner and the strawberry cake at Lutz Bakery on Montrose. Both delicious.