"While planning our new facility, we really had to practice what we preach," said Ed Cain, owner and principal of Haworth Preferred Dealer Facilitec. "Like so many of our customers, we had to define our organizational goals, then match those goals with our technology and physical space requirements. We also gave a great deal of consideration to our most valuable asset -- our staff -- and how they would use our new facility."

As part of the process, Facilitec's management worked with Haworth to define the dealership's strategic goals, including how to best meet product marketing and overall growth objectives. The exercise helped Facilitec decide to move to a new site.

Ultimately, Facilitec chose to remodel a 1950's-era bowling alley. The building appealed to the design team because of its large bow trusses, high ceilings and varied floor levels. To complete the project, Facilitec's design and project management team worked with architect Ilan Baldinger o Baldinger Studio and Dan Fox of Prime C.M. (general contractor and construction manager).

Impressive Product Displays

According to Ed Cain, the process required extensive coordination between architecture, engineering, furniture and equipment specialists to achieve the results Facilitec wanted -- a totally integrated environment. Their new site now incorporates the company's showroom, warehouse and distribution facility.

Key Showroom Features

• All products are displayed in actual working environments that demonstrate flexibility and reconfigurability
• Displays highlight work site alternatives such as quiet rooms, project and learning zones and unconventional conference settings
• Facilitec's staff works in teams, so their offices demonstrate various ways to provide individual workspaces combined with common team areas
• The use of sliding doors, mobile tables and unique storage elements gives Facilitec's staff greater control of their environment and daily demands

Effective Selling Spaces

Susan Zalnis, manager of design and facilities marketing for Haworth, praised Facilitec's approach to showroom design. "Facilitec has created a space that invites their customers to thoroughly experience the products. It is an approachable and inviting space that stimulates all of the senses. This really helps when customers are making buying decisions," said Zalnis.

Showroom Elements Designed to Encourage Customer Interaction

• An internal amphitheater and various "huddle areas" are sprinkled throughout the showroom to encourage quick communication between Facilitec's staff and visitors
• The amphitheater and various "steps and ramps" create opportunities for communication without the need for a scheduled conference
• A cappuccino bar features high tables, network connections and power connections, offering an alternative work site within the showroom

"Facilitec has carefully analyzed their market and defined a powerful sales and marketing tool," said Jim Hook, director of dealer development for Haworth. "Facilitec, a long established market leader, has broken from the pack even farther by creating a dramatic space that is an effective showcase for the Haworth 'What's Next' attitude.

The Facilitec showroom project is a great example of the Haworth and Haworth Dealer Team working together, leveraging dealer programs to support market development.

(Reprinted with permission from Haworth News, July 1999)

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