Flooring launch for Armstrong

Creating a standout display for an underfoot brand.

It’s not a slam to say that Armstrong, a leading flooring designer and manufacturer, wants people to walk all over it. The company—known for its resilient linoleum sheet and tile, hardwood and laminate flooring—provides beautiful and durable surfaces that are trekked over by millions daily.

In the spring of 2009, Armstrong, a Harbor client for more than 10 years, launched its new line of laminate simulated tile. The company partnered with us to create a retail experience that would draw shoppers to the new product, and help simplify the decision-making process.

With most stores offering thousands of flooring choices, we were inspired to design a display that would help consumers move from feeling overwhelmed by the options to being able to clearly visualize the Armstrong product in their own homes. We created an experience that invites potential buyers to browse through the tiles displayed as they would look in a home—grouted and installed. And we made sure that the durable, modular display projects a personality and brand presence, even within constrained retail spaces.