A panoramic view of New York City skyline with the Empire State Building and One World Trade Center, under a partly cloudy sky.

CASE STUDY

A black, blocky logo for ICFF, which stands for the International Contemporary Furniture Fair, held yearly in New York. The letters appear against a white background.

INTERNATIONAL CONTEMPORARY FURNITURE FAIR

Using cultural engagement and a sustainability focus to revitalize an international design fair

OUR SERVICES: BRAND MESSAGING, CONTENT STRATEGY, MARKET ADAPTATION, COLLATERAL CREATION

Challenge
After a successful three-decade run, the International Contemporary Furniture Fair (ICFF), North America's largest design furnishings trade event, was in decline.

Years of revenue and participation drops were accelerated by COVID-19, while technological advancements like Instagram and livestreaming diminished the three-day event's relevance. With the fair approaching its 35th year, ICFF's management hired me to help relaunch the three-day event by transforming its brand positioning, content strategy, and approach to cultural engagement.

Indoor scene of the Javits Center in New York City during the International Contemporary Furniture Fair, with a large banner reading 'Welcome to New York. We've been waiting for you.'

Solution

I first revitalized ICFF through targeted content strategy, cohesive brand messaging, and a focus on sustainable design. Then, I worked with outside agencies to execute new interior environments and visual branding. I identified ICFF's unique selling points—such as its location in New York—and developed multiplatform content that merged these differentiators with ICFF’s business objectives. I also curated two talk series and connected with tech and biomaterials brands to expand the fair’s audience. 

Approach

We combined our findings with market and client research to determine the editorial subjects ICFF could, should, and wanted to own; all three points were important to ensure the brand could drive business growth while staying aligned with its values. We developed content around each pillar, building thought leadership and establishing our point of view. Elements ranged from editorial pieces to educational panels to working with ICFF’s international partners to create content that appealed to new markets. We also drew connections to adjacent industries—including greentech, biomaterials, and comedy—to keep content intriguing and expand the exhibitor, attendee, and sponsor pools. 

Results

• Website views increased 339% year over year (YOY)
• Website engagement increased 236% YOY
• The number of website users increased by 236% YOY
• Attendee registration increased 35% YOY
• Increased international participation, with 50% of exhibitors non-U.S.

A modern display of decorative items including pillows, plates, and bowls arranged on curved wooden shelves inside a contemporary furniture store with a beige sofa and patterned tile floor.