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CASE STUDY

Room & Board at BDNY

Trade show exhibit 

Room and board logo

Executive Summary

Room & Board’s new Business Interiors Division had a clear commercial furniture offering. What they needed was someone to help them introduce it to the industry. 

For their debut at Boutique Design New York (BDNY), Room & Board for Business turned to NPARALLEL + Atomic Props for end-to-end trade show support. From cross-channel strategy and concept through fabrication, logistics, and on-site execution, we guided them through every stage of exhibiting for the first time. The result was a 20×20 exhibit that generated hundreds of new business leads and launched a partnership that has continued for over eight years. 

Room and Board Island Booth

Business Challenge

Room & Board for Business was ready to compete in the commercial interiors market. Getting there meant making a strong first impression in one of the most design-forward trade show environments in the country. 

Their 20×20 debut at BDNY had to do several things at once: showcase American-made furniture that lives at the intersection of residential comfort and commercial durability, communicate a brand identity that was refined and approachable, and generate real business leads from an audience of designers and buyers who see a lot of booths in a single weekend. 

For a first-time exhibitor with a brand-new division, the stakes were high in the best possible way. 

Goals & Objectives

  • Introduce the Room & Board for Business division to the interior design and hospitality industry with a debut that matched the quality of the product line
  • Create a 20x20 exhibit that felt intentional, approachable, and unmistakably on-brand
  • Showcase the versatility of American-made furniture in a commercial context
  • Generate qualified leads and build awareness of the new division
  • Set a replicable foundation for continued trade show participation

Our Solution

Cross-Channel Strategy

Before a single material was selected or a single component was built, we started with strategy. Room & Board for Business was new to trade shows. That meant building a cross-channel plan that aligned pre-show outreach, on-site experience, and post-show lead management into one connected approach. The goal wasn’t just a great booth. It was a great debut. 

Concept and Exhibit Design

Working from Room & Board’s established brand identity, we designed an exhibit that felt residential in its warmth and precise in its execution. The layout was built for conversation, not just display. Every decision, from spatial flow to material palette, was made to let the furniture do the talking. 

High-End Material Selection and Fabrication

Room & Board for Business sells quality. The exhibit had to reflect it. Our team selected materials and finishes that matched the standard of craftsmanship the product line represents. CNC production brought the design to life with the clean lines and considered proportions the concept called for. 

Logistics, Training and On-Site Support

For a first-time exhibitor, logistics are as important as design. We managed everything: shipping, setup, and on-site support from arrival to close. We also trained the Room & Board for Business team on lead generation management so they arrived at BDNY prepared and confident. The booth was ready. Their team was ready. 

Results

Room & Board for Business made exactly the kind of first impression a new division needs. The BDNY debut generated hundreds of qualified business leads and raised significant brand awareness within the interior design and hospitality communities. The stronger proof point is what came after: Room & Board for Business has trusted NPARALLEL + Atomic Props as their exhibit partner for over eight years, returning year after year for thoughtful design, reliable execution, and a team that knows their brand. 

  • Generated hundreds of new business leads at BDNY debut
  • Built immediate credibility for the new Business Interiors Division with a design-forward audience
  • Delivered a seamless first trade show experience from strategy through on-floor execution
  • Established an eight-year continued exhibit partnership
  • Provided full-service support from cross-channel strategy to post-show lead

Ready to Make Your Trade Show Debut?

Whether you’re exhibiting for the first time or looking for a partner who can take what you’re already doing further, we handle every stage of the process so you can focus on the conversations that move your business forward. 

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