Reimagining the Riverfront as IIDA’s Largest Stage
On Chicago’s Riverfront, theMART serves as the global stage for NeoCon—where over 20,000 design professionals converge to shape the future of the commercial interior design industry. For this pivotal return to in-person events, the International Interior Design Association sought a bold brand moment that would both celebrate the profession and demonstrate its cultural impact at city scale.
To meet that ambition, the creative team transformed the iconic 8 Titans of Industry along the Chicago River into a large-format brand installation declaring We Make Space. Strategically, the message operated on two levels—affirming the profession’s role in shaping the built environment and signaling IIDA’s ongoing commitment to creating space for leadership, equity, and community across the industry.
Designed for maximum visibility without requiring face-to-face engagement, the installation created an unmistakable presence for IIDA during NeoCon. Its placement along a major pedestrian, transit, and river corridor ensured the brand reached far beyond conference attendees to the broader public, amplifying IIDA’s relevance within the city’s cultural and business district. The scale, color, and legibility were calibrated for impact from multiple vantage points as the building spans an entire city block.
The activation sparked widespread organic sharing, with members and visitors tagging the installation across social platforms, extending IIDA’s reach well past the event. Following its success, the 8 Titans of Industry have gained new visibility as a platform for future cultural and commercial opportunities.
