marketing@greenhousedigitalpr.com
NeoCon 2025 brought together the commercial interior design industry in that buzzing, idea-packed way only a trade show can. The booths were bold, the energy was high, and the messaging? That’s what really caught my eye. As someone who lives and breathes PR in the building space, I spent the day asking one question:
What stories are brands telling?
Here’s what stood out, and what it means for you if you’re leading comms or marketing at a building-product or A&D brand.
Made Where Matters Now More Than Ever
Let’s start here. The number of “Made in the USA” signs was hard to ignore. FlexiSpot’s booth even teased “Made in Vietnam… soon U.S.A.”
But it wasn’t just on signage. Multiple sales reps approached me and led with “We’re American-made” in their first few sentences. That alone says a lot. Clearly, this message isn’t just a footnote right now; it’s a hook.
Whether it’s a reaction to global uncertainty or a play for buyer trust, it’s clear that where you make your product is now part of your brand story.
Takeaway for comms and marketing leads: If your manufacturing story is compelling, don’t bury it. Build it into your core messaging, from booth graphics and sales scripts to your website and PR.
Sustainability is Not a Side Note
Here’s what I loved seeing: Sustainability wasn’t tucked away in the corner.
From the Metropolis Sustainability Lab to booths like Mantra Inspired Furniture, which shared an idea for the future using thermally modified ash and toxin-free finishes for outdoor furniture, sustainability was treated like a design driver and not just a checkbox.
If your team still treats sustainability like an afterthought, it’s time for a messaging rethink. Leaning into sustainability trends offers a powerful opportunity to align brand messaging with what modern audiences value: environmental responsibility, authenticity, and purpose. By showcasing sustainable practices and design choices, marketers can strengthen brand reputation and build trust. Emphasizing sustainability also supports ESG storytelling, which is increasingly important to investors, partners, and customers alike.
Green stories resonate more than ever, but only when they feel genuine, specific, and central to the product’s value.
For comms leads in the commercial design space, sharing your sustainability story through media requires more than just good intentions. It requires strategy, proof, and the right platforms.
Start by grounding your messaging in hard data: certifications or clear stats about recycled content, carbon impact, or toxin-free finishes. Editors are looking for specifics, and the more tightly your sustainability message is tied to real product innovation, the more likely it is to land.
You can also build authority through thought leadership—whether it’s a bylined article unpacking sustainable building trends or an executive interview outlining your roadmap to carbon neutrality.
Don’t overlook the power of recognition either. Awards like the Metropolis Planet Positive Awards, Best of NeoCon (Sustainability category), Interior Design’s HiP Awards, and the Green Good Design Awards offer third-party validation that strengthens your pitch and builds long-term brand equity.
Trade shows like NeoCon present ideal moments to share these stories in real-time, forge media relationships, and follow up with meaningful, press-worthy narratives that showcase your sustainability commitment as central, not secondary, to your brand.
Industry Awards = Storytelling Gold
I’ve said it before and I’ll say it again: Industry awards matter.
Booths proudly displayed prior wins from Best of NeoCon, HiP, IIDA, MetropolisLikes, and even Best of KBIS. These aren’t just stickers, they’re conversation starters, press levers, and brand-building tools.
Here’s how to use awards well:
- At the show: Highlight wins visually and verbally. People will stop.
- Post-show: Send a press release, update your website, and use the badge in paid and organic campaigns.
- Long-term: Add it to decks, sell sheets/brochures, and even packaging.
Think of awards as PR assets that just keep giving, year-round.
Giveaways = Lead Magnets
Who doesn’t love a good giveaway? One of my favorites at NeoCon was from Sisyphus, who offered a chance to win one of their kinetic art coffee tables. It was beautiful and memorable.
The real win? They were using it to build a lead list. And that brings us to…
Don’t Stop at the Scan: Automate Your Follow-up
Badge scans are the start of a conversation, not the end. At NeoCon, I saw one showroom absolutely nailing this with QR code scans that led to an immediate follow-up with a link to fill out a form for a rep to contact you.
What to do instead:
- Build a quick email journey for each audience segment (specifier? rep?)
- Keep it personal, fast, and visually strong.
- Use your content (awards, lookbooks, press) to stay top-of-mind.
Your CRM and your sales team will thank you.
The Power of a Small Sign
A little sign at the Mantra Inspired Furniture booth read: Women-Owned, detailing its certification as a Women’s Business Enterprise by the Women’s Business Enterprise National Council.
Quiet. Confident. And incredibly effective.
That small message said a lot: values, leadership, and authenticity.
Why it matters: Not every message has to be loud to land. These small but mighty messages tell your deeper story. And they matter to today’s buyers.
If you’re leading marketing or comms in the built environment space, use these takeaways to tighten your messaging, show off your wins, and get ahead of what’s next.
Want help crafting your next award-winning booth story or pre- and post-show press plan? You know where to find us.