Shaw Floors Trade Show Design
Every two years, Shaw Floors hosts a large-scale flooring convention that requires months of preparation and marketing design. Together with my marketing manager, Kristin, we directed all artwork for the Floorté Luxury Vinyl Plank brand. After developing the concepts, I created sketches, digital mockups, and final production-ready designs. I also sourced and purchased décor, coordinated with vendors to ensure production quality, and collaborated with our in-house copywriter to craft compelling copy for each display.
My Contributions
Art Direction: Led the creative process from concept to installation, collaborating with teammates and vendors to maintain a unified vision
Exhibit & Environmental Design: Designed and styled displays and spaces with décor, props, and branded details to showcase Floorté product collections through storytelling and visual impact
Brand Identity: Maintained visual consistency across all materials, aligning every element with Floorté’s core message and aesthetic
On-Site Installation: Provided hands-on support during setup, ensuring displays were presented as intended
My Impact
My work helped communicate Floorté’s product benefits clearly and effectively, driving engagement and leaving a lasting impression on convention attendees. The displays elevated the brand presence and strengthened audience connection.
From left to right: Floorté Hardwood room, Floorté Classic room, Floorté Pro room
Back walls of Floorté Pro and Floorté Classic rooms
Back wall of Floorté Hardwood room
To highlight Floorté Hardwood’s waterproof performance, we created a kitchen environment that showcased its practicality in spill-prone spaces. The modern farmhouse style—widely popular at the time—provided an ideal backdrop aligned with the brand’s tagline, “Bring the beauty of nature in. Keep water out.” We also incorporated brand accents, including pops of Floorté red, an embroidered towel, and a “cookbook recipe” with product information.
This room design drew a parallel between the Floorté Classic Series, classic films, and classic architecture. The series’ color names were inspired by iconic architectural landmarks, such as the Pantheon, which was the color featured in this room. To reinforce the connection, we incorporated an accent wall with a large still from Roman Holiday showing the Pantheon in the background. Other black-and-white photos of both the landmark and the film were arranged on the opposite wall, while the pop of red was a nod to the brand colors.
The Floorté Pro Series embodies beauty, luxury, and waterproof performance suited for an urban lifestyle. To showcase these qualities, we designed a bathroom scene featuring a luxurious soaking tub—an ideal setting to highlight the product’s waterproof durability. The space was styled with elegant details such as silver accents, jeweled décor, and chandelier sconces, complemented by touches of the Floorté brand with the red silk robe and embroidered towel. To complete the look, we added a custom bathtub tray made from the flooring material itself.
The backs of the Classic and Pro Series room scenes offered an additional opportunity to showcase product information in an engaging way.
For the Pro Series wall, we displayed all available color options in the shape of a city skyline—reflecting the collection’s connection to modern, urban living.
For the Classic Series wall, we drew inspiration from classic rock, transforming the six new vinyl flooring colors into vinyl records. A record player and a selection of classic rock albums invited guests to interact with the display, reinforcing the timeless appeal of the collection.
On the back of the Floorté Hardwood room scene, we designed a garden wall featuring planters made from the various flooring colors, each labeled with plant identifiers to denote the product names. Additional colors from the collection were displayed along the right edge. To enhance the experience, we added patio furniture that invited guests to pause and take in the display.