Turf Design’s Experience Center in downtown Chicago is a workplace, showroom, and event space custom-designed with their product: artful acoustics for welcoming spaces.

From dramatic, swooping forms to undulating surfaces, the versatility of Turf products is expressed through a series of themed, color-blocked spaces. Each room evokes a different feeling by integrating custom soundscapes, lighting, furniture, and smell design to enhance the experience for visitors. The separated zones of blocked color merge in a hidden meditation room, with projectors in obelisks shining northern-light-esque patterns on the ceiling. These whimsical applications of the product are balanced with more practical displays in meeting rooms toward the back. There’s even a living blueprint room that brings technical drawings to life to demonstrate the product’s backend.

The space serves as a playful, punchy embodiment of the brand itself. The brand voice is expressed literally and figuratively with witty, tongue-in-cheek text boldly announcing areas hidden to be discovered. Forms extracted from the logo are expressed across scales, including portals and niches, shapes highlighting zones in the lobby, a suspended parallax sculpture, custom ceramic accessories, and graphic tone-on-tone patterns.

The Experience Center is the ideal environment for Turf to train its national salesforce and encourage clients to imagine what these materials can help a space become.