Inside the Turf Experience Center in Chicago

2023 Best of Year Winner for Domestic Showroom

Turf wanted its first permanent showroom, a 4,370-square-foot operation located in theMART designed by HDR, to embody a sense of playfulness and innovation. The experiential concept for the acoustics manufacturer is all about sound, as declared by cheeky onomatopoetic text (ping!, click!) subtly rendered in comic book–style wall graphics. Themed spaces demonstrating the brand’s acoustic solutions are color-blocked with bright hues to create a multisensory journey. Take the blue-saturated Cyan Extremes room, hosting dramatically swooping ceiling shapes that showcase the full dimensionality of Turf’s product offerings. Elsewhere is a meditation room, a zone for quiet relaxation under trippy forms inspired by the Northern Lights.

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elizabeth von lehe; paula fransisco; hannah straus; christopher brockhoft; Shamus McVica.