NeoCon: Nucraft Goes Big

June 19, 2006
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Nucraft doubled the size of its permanent Merchandise Mart showroom ahead of a busy development year featuring five launches and two Best of NeoCon awards.

The strongest of the introductions was the Discovery conference table. Designed by Cesaroni Design, a Chicago firm renowned for its work in consumer electronics and fitness equipment, Discovery is easily converted from conference room to a U-shaped classroom to a three-row classroom.

“We’ve had a lot of customers asking for something that could do multiple things for a conference room,” said Bob Surman, Nucraft’s director of marketing. “Similar products are already available, but they all end up with legs sticking out everywhere and don’t look all that much like a conference table.”

Cesaroni’s Shawn Barrett came up with a concept that folded all the legs into a larger-proportioned base.

“It gives the feel of permanence and stability,” he said of the base, “especially for the executive room application.”

Nucraft’s other award winner was Shine, one of a pair of complementary occasional tables designed by New Yorker Mark Goetz. Shine features an all-metal frame and inset glass; Show is a hardwood table with a concave radius and lower perimeter edge.

Other introductions included the High Tech Lectern, designed by Grand Rapids’ Joey Ruiter, and Equate, an all-wood casegoods collection designed by Mitchell Baker of Holland.

Grand Rapids firm Via Design designed the showroom expansion.    

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