BUILDING SHOWCASE STRATEGIES

How do you showcase a vast range of products in your showroom, without cluttering it up? Looking to showcase its diversity of collections, while also letting each product ‘breathe’, tiling supplier Skheme has re-invented its showroom to capture the architecture and design sector directly, and position the brand at the forefront of the designer tile market. By Sophia Watson

BY Lorenzo Logi

February 7th, 2014

Here, the largest objective was to convey a sense of authority and trend leadership within the tile market. To ensure this goal was realised, the project was managed in-house by director Marco De Clerico, with a comprehensive understanding of what is required in the industry through Skheme’s experience and relationships with designers and architects.

The project however wasn’t without its challenges. De Clerico explains: “The biggest challenge with the limitations of space was finding the balance between showing a vast range of products without cluttering the showroom, showcasing innovative ways to use our products and at the same time keeping it functional. We resolved these issues for example, by using our porcelain slabs on the pivot doors, porcelain screening to partition the showroom from office and the marble slab used as the drawers on a custom made credenza.”

Skheme’s business model has changed to accommodate the new trends in the architectural field with its designs and the ability to collaborate with clientele for custom made products. “The showroom relaunch has impacted on the market by generating interest among the industry,” says De Clerico, “and we have also noticed more traffic through the space.”

Skheme
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