2024 Best of Show Winner
A vibrant, immersive showcase for two bold collections, designed to draw in from all sides and spark conversation. Debuted at HD EXPO and ICFF 2024, where it won IIDA’s Best of Show.
For Astek’s 20x20 presence at both HD EXPO and ICFF 2024, I led the creative direction for a booth that introduced two of Astek’s newest and most visually dynamic collaborations: Iconographic with Terry Crews and Society of Wonderland by Stephanie Eventov. Designed in collaboration with Sean Zingelewicz, the space needed to celebrate the scale of these launches and maximalist designs, which both debuted Astek’s novel spot gloss technique.
To create a fully immersive and impactful presentation, we paired the two collections into one unified concept. Sean developed a brick-like tracking system that allowed the designs to wrap the two-sided island booth in a bold, interlocking pattern. I guided the material application, palette balance, and key structural elements, such as the central archway, which transformed the booth into an experiential walkthrough that connected both sides while enhancing visibility and flow.
The result was an interactive, double-sided environment that maximized impact from all angles, emphasizing both the artistic vision and technical innovation behind the collections. Terry Crews and Stephanie Eventov joined us at ICFF 2024, where Iconographic won the NYCxDesign Award for Best Contract Wallcovering (Interior Design Magazine), making this one of Astek’s most memorable debuts to date
