THE STORY BEHIND NEOCON
NeoCon, The National Exposition of Contract Furnishings, debuted in 1969 with 750 exhibitors filling 222,000 square feet of space in The Merchandise Mart located in the heart of downtown Chicago, IL. 45 shows later, and more than 1 million square feet of showroom and exhibition space, NeoCon is now considered the largest commercial interiors show of its kind in North America.
Since its inception, NeoCon is the design industry’s premier show to launch new concepts in contract furnishings, flooring, fixtures, and more. The three-day event attracts nearly 50,000 design professionals, introducing thousands of new design concepts and running line products for manufacturers worldwide.
BENTLEY AT NEOCON 2016
Los Angeles is a sprawling, open-book of a city, managing to be gritty and razor-sharp while continuing to live up to it’s laid-back, sun-drenched-bohemian reputation. It has an aptitude for reinvention so strong that its deep roots are easily overlooked as new buildings grow over the old. John Lennon once said, ‘Los Angeles? That’s just a big parking lot where you buy a hamburger for the trip to San Francisco.’ Perhaps if he’d peeked beneath the surface he would have found another world entirely.
As the inspiration for NeoCon 2016, (los)t angeles is the exploration of hidden and forgotten spaces in and around the city. We discover new narratives, telling stories of both decay and transformation as these lost places evolve in new and often unexpected ways.
At NeoCon 2016, Bentley debuted its (los)t angeles Collection as well as revealed a sneak peek into the Bentley Design Studio where we featured future products in the early muse stages.
Didn’t make it to Chicago for NeoCon? Take our virtual tour.
OUR MART SHOWROOM DESIGN STORY
The essence of the (los)t angeles concept reinvented Bentley’s two showrooms at NeoCon, both inside the Merchandise Mart (suite #10-1098) and at our stunning showroom in the Kinzie Design Center (220 West Kinzie Street).
Bentley’s 10th floor Merchandise Mart showroom (#1098) brought a juxtaposition – of conquest and sin; loss and growth; decay and renewal. Featuring (los)t angeles Collection patterns, Underground™ and Trespass™, as well as a peek into future product Impasto™, a new range of urban-inspired neutrals to vibrant, saturated hues filled the showroom.
Metal, wood, old, new, flora and fauna, led visitors to carpet installations of large-scale abstract blocks of substantial color, exaggerated scales of pixelated plaid, and textured artisan brush strokes, bringing edgy elements of the past into a sleek and modern space.
OUR KINZIE SHOWROOM DESIGN STORY
The Kinzie Showroom came to life in a curated artistic sense. Frank Lloyd Wright inspired metal work greeted guests upon exit from our elevators. A walk-along gallery wall revealed layered wood with artfully arranged succulents, and a step into our Aura Reading Photography Station discovered auras through Aura Photography. As a special social media promotion, Bentley hosted multiple giveaways of inspirational key necklaces from The Giving Keys of Los Angeles that helps aid the homeless of LA.
As guests navigated the many avenues of our (los)t angeles narrative, Bentley hosted two lunches, a cocktail party for showroom guests, and gifted each with our new (los)t angeles Glamour Bags.
Bringing edgy elements of the past into a sleek and modern space inspired by hidden and forgotten spaces in and around the city of LA, our showrooms were brought to life.
The showrooms also featured:
- Bentley Beer Bar | Mexican Coffee & Lagunitas Brewing Co.
- Bentley Fred™ Water
- (los)t angeles Lookbooks
- Inspirational Books
- (los)t angeles Temporary Tattly™ Tattoos
- (los)t angeles Collector Button Pins
NEOCON 2016 AWARDS
Bentley received 5 awards at NeoCon 2016 in Chicago. We are proud to share the following accomplishments: