Division Twelve

Acquired by Keilhauer in early 2020, Division Twelve is a North American furniture company full of personality; with a collection of bold modernist metal furniture, finished with a vibrant range of powder coatings. After a successful branding partnership with Cossette, the company was ready to take the stage in a more significant way.

Figure3 was sourced to design a small format showroom in Chicago’s iconic Merchandise Mart– the world’s largest wholesale design centre to explore and discover the newest and best in interior design. Breaking the standard convention of furniture presentation, the space features oversized versions of the eye-catching pieces, displayed against bold colour blocking vignettes; tying in the palette of the furniture and sparking creativity within designers.

Designed with an air of playfulness true to the brand, the signage extends into the hallway of theMart, hinting at the immersive experience to be found within. A vinyl decal envelopes the exterior, and gives the compact space a larger visual presence. The environmental vinyl graphics found throughout the space are interchangeable, enabling the images to be refreshed throughout the year. At just 170 square feet, the small format allows for a more intimate, personalized experience, putting the versatility and craftsmanship of the Division Twelve brand on full display.

  • Photographer / Daniel Kelleghan