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dash design Creates Award-Winning Booth Design for Corelle Brands
dash design, a leading New York-based interior design and brand-consulting firm, today announced that its booth design for Corelle Brands received the Global Honoree of the IHA Global Innovation Awards (GIA), the highest award at the recent International Home + Housewares Show in Chicago. “We are so pleased,” says David Ashen, founder and partner of dash design. “This is dash design’s very first booth design, and to receive this honor is thrilling beyond belief.”
Transformed Trade Show Presence
Corelle Brands, which recently changed its name from World Kitchen, is the parent company of well-known brands such as Pyrex®, Corelle®, CorningWare®, Snapware® and Chicago Cutlery®. Corelle charged dash design with designing a booth that would transform Corelle Brands’ trade show presence while celebrating its iconic brands. “The booth we designed was an evolution in tradeshow design,” said Ashen. “We worked under tight timelines and in the middle of a brand transition to create an oasis on the bustling trade show floor that brought the Corelle Brands products to life in an incredibly immersive manner.”
Housed in an A-frame structure that created a soaring ceiling highlighted by twinkling chandelier lights, the 3500 square foot booth was a beacon on the bustling trade show floor. Upon entering through the lounge, visitors were transported to a welcoming, relaxed, residential environment. “We selected dash design for their deep experience in hospitality and beautifully branded retail as we sought to rebrand our presence at the International Housewares Show in Chicago,” said Patrice Varni, Chief Customer Officer, Corelle Brands. “Their skill at creating warm, welcoming, ‘home-like’ environments that work was exactly what we wanted to show the way our iconic American brands live in consumers’ homes.”
Rather than pack the booth with product, dash design and Corelle made the decision to welcome guests into a lounge with a variety of comfortable seating options that promoted informal conversations or just an opportunity to rest. “We resisted the temptation to fill the space with product,” says Ashen. “Often, less is more, and that is especially true visually.”
Design elements incorporated design patterns from Corelle Brands, including the iconic blue “cornflower” design from the Corningware brand, which is currently celebrating its 60th anniversary. For instance, a vintage chair was hand-painted with the cornflower pattern, creating an instant emotional connection with the brand for booth visitors. “We chose to make this well-known pattern an ‘Instagram opportunity,’ allowing guests to sit surrounded by the 3D flowers on a beautiful hand painted chair and snap a selfie,” said Molly Lawenda, Lead Designer for dash design. “Guests within the booth were directly interacting with the iconic graphic while also providing a digital reach through social media. It shows how things have changed in sixty years.”
The display floor within the booth featured a white roof illuminated by Edison bulb chandeliers for a light, lifestyle-based space. Four oversized armoires showcased the “hero” brands. In addition, two 16 feet wood dining room tables displayed the Corelle brand’s latest dinnerware lifestyle collections. The over-scaled features of the booth, the armoires, tables, and pantry, increased their impact from afar, an important consideration in the often crowded, hectic pace of the trade show environment.
The long tables also drew the eye to the back of the booth, a full and completely operational kitchen/pantry area. As with most homes, the kitchen/pantry area was the heart of the booth. A 20 foot wall housed shelving above the back counter that displayed products from all Corelle Brand lines present at the show. Manhattan-based Chef Ashton Keefe gave on-site food demonstrations, showing how best to cook, plate and serve with the newest Corelle Brands product offerings.
The Excellence in Booth Design Award was recognized as part of the IHA Global Innovation Awards for the first-time this year. The award recognizes exhibitors that have shown creativity in design, merchandising and messaging. A distinguished panel of visual merchandising experts judged booths on several criteria, including: lighting, prop use, background, colors/textures, graphics, display fixtures, product placement, cohesive presentation, and general presentation. “We couldn’t be happier being the inaugural recipient of this award,” says Ashen. “dash design is looking forward to designing more booths, both for Corelle and for other clients.”
About dash design
Founded in 2002, dash design is led by Founder and Partner David Ashen. Known for its ability to tailor each project to answer its clients’ specific business needs, the firm updates spaces and reinvents brands throughout the US and overseas.
Clients include brand leaders and Fortune 500 companies from all over the world including Shanghai, Morocco, Hong Kong, Istanbul, Philadelphia, Miami, New York City and Aruba. Projects credited to dash design include: Hotel Commonwealth in Boston, The Freepoint Hotel in West Cambridge, The Draftsman Hotel in Charlottesville, Distrito Restaurant in Moorestown, The Olde Bar in Philadelphia, Urban Farmer (Portland, Cleveland and Philadelphia), Toasted Oak Grill & Market, Eleven 14 Kitchen, the design and rollout of Godiva locations worldwide; the Tempur-Sealy Showroom in Las Vegas; and Trollbeads 1st permanent US retail store.
dash design has received many awards, including the 2015 Outstanding Merit Award for its work on Stearns & Foster by the Retail Design Institute, 2014 Gold Key Award for The Lexington New York (IHMRS), A.R.E Design Award for Urban Farmer Cleveland (Restaurant/Casual Dining category), “One of Ten to Watch” (New York Magazine), “Retail Store of the Year” for its work with Godiva (Chain Store Age), “Wave of the Future” (Hospitality Design), “1st Place in Home Goods” (VM&SD; International Store Design Competition) and “Rising Star in Interior Design” (Fashion Group International).
dash design's work has been featured in design: retail, Bloomberg Radio, Hospitality Design, Boutique Design, Interior Design magazine, Architectural Digest, The New York Times, the Commercial Observer, Hotel Business Design, Hotel Interactive, Huffington Post, Contract, ABCnews.com and Paper Magazine. Ashen sits on the editorial board of Hotel Executive, and is a contributor to the publication.
To learn more about the company, visit www.dashdesign.net.
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