Yeah, we did that. From empty lot to first-class flooring showroom, we designed every facet of the new Thornton Flooring + Design Center in Sioux Falls, SD. Flooring stores are notorious for clutter and product overload. Our mission was to create a first-class flooring buying experience—an efficient floor-selling machine where the customer experience is king. We flexed all of our design muscles. We touched everything from the architecture and interior design to the brand identity, product displays, furniture, lighting, and signage. The result is a shining example of how White Design Studio does branding and experiential design.
‍
"We make flooring EASY" is our overarching message and the backbone of our design solution. From corporate selling strategies and brand storytelling to the actual layout of the showroom, the theme of "ease" can be seen everywhere. It's built into every aspect of the brand experience, bringing simplicity and peace of mind to a famously complex and often overstimulating buying experience.

Exterior: We chose a bold, clean, modern look for the architecture with simple black-and-white signage, a black metal entry portal, and shade canopies. Simple wayfinding signage helps guide visitors and truck drivers alike to their destinations.
‍
The Interior Experience: The stark and contemporary interior is a perfect canvas to display colorful, textural floor, counter, and tile products. We utilized simple wood, steel, and polished concrete floor materials accented with bright pops of flooring-themed digital and graphic branding. Tone-on-tone graphics underscore the EASY theme without competing with vendor product branding.
‍

1. The entry/reception area sets the tone of the entire store with an animated "We Make Flooring EASY" feature. Clear dimensional EASY letters are lighted with animated digital images of flooring and tile, marrying the store's vast array of product offerings with an expectation of a simple, pleasurable buying experience. Three gigantic rear-lighted 10'w x 20'h product category towers are beacons of inspiration. A 75" touchscreen features information on local designers, Thornton's sales team, Thornton's Exchange, A Product Finder, and manufacturer information. Customers can use the kiosk on their own or with a salesperson. Our new interactive is the go-to place to learn and be inspired.
2. A Cafe adjacent to the reception area provides a casual place to recharge, grab a snack, make a latte, fire up your tablet/phone or laptop, have a conversation, or even watch the big game.  
3. A stand-alone Thornton Tile Gallery features a lighted hanging graphic header and entry-level digital art frame. The frame displays classic paintings rendered in ceramic tile. The mini gallery below displays tile samples like art pieces and evokes the feeling of being in a museum.
4. Custom flooring sample displays for both carpet and hard surfaces display a wide variety of large samples in an efficient footprint. Lifestyle images provide inspiration and messaging.
5. We created Thornton Exchange (TE) as a brand within a brand. TE focuses on remnants, closeouts, and special-buy items. Our mission was to create a distinct area for selling value products separate from the Thornton Brand. We took inspiration from the periodic table of elements and maintained using black-and-white features to create a subset of Thornton Flooring.
6. A bank of semi-private Closing Rooms is adjacent to the showroom, offering casual areas to complete paperwork. Wood-slat light fixtures bring the ceilings down to create a more intimate atmosphere. Pennisula seating desks allow the salesperson and customer to view the same screen.
7. Four product feature areas are at the end of each aisle, featuring New Arrivals, Special Buys, and more. Each displays a large product sample, complementary materials, furniture, art, and accessories. An iPad with digital content helps customers visualize the product in their homes and provides additional information on each featured product.
8. Three Design Suites are available for designers and their customers. Tack space and trays can display a project's materials in one place. Monitors allow visits to manufacturers' sites, review construction documents, and more.
9. Thornton's corporate offices for operations are in the building's two-story office area, which uses the same palette as the showroom. Hallways feature long arrays of wood slat lighting grids. Black-framed storefront glass partitions open up spaces. Various lighting and ceiling details break up the space to provide interest and create different privacy zones. Integrated wayfinding, room, and employee identifiers help everyone get around.
10. The break room features double-height ceilings and a second-story overlook. It opens onto a large outdoor patio. A large-scale graphic feature shows off the history of this family-owned company.

Portfolio view