As a finish technology evolves, it is important for potential customers to be able to touch, feel, and examine the product in person. For this reason, BTD Wood Powder Coating decided to exhibit its proprietary t.fusion™ powder coated wood finish at NeoCon 2012 in Chicago. Attendees were impressed by the durability, smoothness, and unique design capabilities showcased by BTD’s custom display, made entirely out of the company’s own powder coated MDF.
BTD Wood Powder Coating (http://www.btdwoodpowdercoating.com) has spent many years advancing the process of powder coating MDF. With its strong foothold in the office and healthcare furniture businesses, the company is always searching for new avenues to stay in touch with its customers. This is why BTD Wood Powder Coating chose to exhibit at NeoCon 2012 in Chicago.
NeoCon is an annual interior furnishing trade show held at the Merchandise Mart in Chicago. With over 40,000 attendees and 700 exhibitors, it is the largest show of its type in the United States. Given NeoCon’s prominence, size, and focus on interior furnishings, BTD management felt this show was the ideal venue to showcase its unique t.fusion™ wood powder coating technology.
Deciding to exhibit at NeoCon was easy. The more difficult task was designing a display that was unique, compelling, and that lived up to the high design standards set by attendees and customers. BTD’s in-house production team proved to be up to the task; the final result was a tower that highlighted the unique design options inherent in powder coated wood while also demonstrating several of the available finish styles and colors.
BTD’s display tower was made of 100% powder coated MDF. “Our exhibit had to be durable enough to stand up to the trade show environment, while still living up to design expectations. Fortunately for us, our own t.fusion™ powder coated wood was exactly what we needed,” said Craig Martin, BTD’s president. One side of the tower demonstrated several different levels of smooth and textured finishes in a variety of colors. The other side incorporated uniquely curved shelving, a desk top, and mobile pedestals with the seamless, stylish finish made possible by powder coating.
According to Heidi Hansen of BTD, “We wanted to demonstrate the unique aspects of our t.fusion™ finish that were important to each of our target customers. This is why, for example, we exhibited a durable table top and pedestals for our office customers, and designed integrated hardware-free, fully coated door pulls for healthcare applications. Attendees just loved the look and feel of our powder coated wood components.”
The display featured BTD’s logo routed into the MDF and powder coated as part of the unit. A table full of samples rounded out the exhibit by encouraging guests to feel the quality finish for themselves. “We elected to partner with the Interiors and Sources Materials Pavilion for our display location. The area emphasizes new materials and provides attendees the opportunity to touch and feel everything available; this was perfect for us, because you can really appreciate the quality and durability of t.fusion™ when you feel it in person,” said Hansen. In addition to BTD’s own display, The Materials Pavilion area itself contained several powder coated wood products made by the company. The Link Table and Chairs by Peter J Pless Design contained numerous powder coated wood parts from BTD, and the Materials Pavilion reception desk and storage unit featured t.fusion™ powder coated MDF accent pieces.
Overall, BTD’s representatives at NeoCon were extremely pleased with the show’s outcome. BTD was kept busy all three days with a steady stream of current and prospective customers wanting to see the display in person. Judging from the attention, it is clear BTD will be looking forward to building on the success for next year’s show.
BTD Wood Powder Coating, Inc. is a full service wood powder coating company based in Brainerd, MN. The company specializes in interior furnishings for such industries as office and healthcare furniture, point of purchase displays, and many other applications requiring a durable and high-quality finish. BTD manufactures all of its products at its advanced factory in Brainerd.