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 and activate two showroom opportunities for the brand. The first, 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. The second, at the New York Design Center, located adjacent to the Keilhauer showroom.

Breaking the standard convention of furniture presentation, both spaces feature a highly Instagrammable shop-in-shop experience; outfitted with custom graphics that play with the use of dimension and scale, and designed with an air of playfulness true to the brand.

At theMART, the signage extends into the hallway, 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.

Within the New York Design Center showroom, inspired by the continuing evolution of the Division Twelve line and the stackability of the all-new Catty chair, Figure3 created a slotted feature wall that allows rows of Catty chairs to be showcased, highlighting the chair’s unique, flowing lines and lightweight frame. Making the most of the showroom’s small footprint, this feature wall will be able to display the latest designs as they come, making them the focal point of the showroom. Other Division Twelve products are displayed on platforms of varying heights at the center of the showroom, allowing visitors to experience the furniture from every angle.

  • Photographers: / Daniel Kelleghan, Richard Cadan Photography