go big or go MoMA

ENGAGEMENT : HOK Product Design and
IOA Healthcare Furniture launch @ ICFF


HOK Product Design engages designers to create innovative products for the built environment, as part of HOK, the world’s leading architecture and interiors firm.  When they designed a new line of furniture for open public spaces for healthcarecompany IOA, they realized that its potential went way beyond hospital waiting areas.

HOK and IOA wanted to capture the interest and imagination of attendees at New York’s prestigious International Contemporary Furniture Fair—the premier North American global design showcase for interior furniture, seating, lighting, accessories, textiles, attracting more than 700 exhibitors and 32,000 attendees from around the world.

But how to stand out? While IOA enjoyed a great reputation among healthcare designers, they were unknown in the high-fashion world of workplace design. Simply having a booth in the Javits would only go so far. So we called the ICFF management committee and asked if IOA could sponsor the opening night party at MoMA and NYCxDESIGN Awards. They let us remove the furniture from the museum’s lobby and garden, and replace it with the featured IOA product. 

How lovely that MoMA said yes. What a night, what a party, what a launch. 


Building off the messaging created in prep for the party, we also helped create ads and collateral, as well as carve out space or Portico on IOA's website. Helping promote the product, and extend and elevate the brand in new ways. 


Client : : IOA, HOK Product Design

Services : : Engagement, messaging, brand positioning

Collaborators : : Video shot, edited, and produced by The Veggie Burger, Brooklyn; Graphic design by HOK in-house team and Ben Horner