Submaterial’s presence at ICFF 2025 was made unforgettable thanks to a uniquely engineered booth, constructed in collaboration with David G. Flatt Furniture, Ltd.
Here’s a behind-the-scenes look at the process and standout design elements that brought this vision to life—straight from the trade show floor at New York’s Javits Center.
Precision Engineering for a Modular Design Language
Submaterial’s product line is deeply modular, so the booth had to reflect that. To support this, David G. Flatt Furniture, Ltd. created custom corners and angled walls that gave the installation a more intimate feel while cleverly maximizing the small footprint. The left side of the booth echoed the scale and layout of Submaterial’s swatch booklet from Material Bank, while the central wall displayed a full-scale 6×6 module of their Diade series. From a single tile to full compositions, the entire booth was an extension of Submaterial’s design philosophy.
From Studio to Show Floor: Pre-Installation in the Shop
To ensure a smooth setup during the short trade show window, all artwork was pre-installed at David G. Flatt Furniture, Ltd.’s shop. This included mounting, testing configurations, repackaging, and delivering the full installation to the ICFF floor. This behind-the-scenes precision dramatically reduced on-site stress and setup time. After the show, the Flatt team dismantled everything and transported it back to their facility—a full-service experience from start to finish.
Material Innovation on Display
Submaterial used ICFF as an opportunity to debut pieces that played with new material combinations. While they’re known for felt-based wall art, this year’s booth featured cork both as a backing and surface element. This added warmth and tactility to their display, helping the textures speak for themselves in a high-traffic environment. Every component—from the smallest swatch to the largest wall panel—was chosen for contrast, scale, and clarity.
Scaling a Booklet into Architecture
One of the most distinctive features of the booth was its visual reference to Submaterial’s swatch book. Designed originally for Material Bank, this vertical booklet was expanded into an architectural concept. By scaling the swatches into wall-mounted samples, visitors could immediately grasp how each texture and component related to the final product. It also gave Submaterial’s team a practical tool for storytelling, pointing out modular combinations and customization options with ease.
Angles That Invite, Not Intimidate
Photo Creds: Jenna Bascom Photography
Rather than using standard right angles, David G. Flatt Furniture, Ltd.’s team fabricated slanted walls to create an inviting, gallery-like enclosure. This angled configuration provided privacy for discussion without fully closing the space off. Plus, it created additional surfaces for display—both inside the booth and on the outward-facing walls. The result: a high-functioning space that felt like a showroom, not just a display.
Design Collaboration Done Right
After the show, the David G. Flatt Furniture, Ltd., team returned to dismantle and safely transport the booth elements back to the shop. This closeout phase was part of their white-glove, end-to-end service, ensuring that everything could be reused, repurposed, or reinstalled in the future.
Submaterial didn’t have to worry about teardown logistics, freight handling, or repackaging. They could focus on what they do best: designing heirloom-quality products.
Ready to Build a Booth That Tells Your Brand Story?
Whether you’re launching a new collection, expanding your reach at trade shows, or rethinking your showroom experience, David G. Flatt Furniture, Ltd. brings the tools, talent, and technical expertise to make it happen. Contact us today or explore our full suite of Trade Show Services to see how we can help you shape your next showstopper.
Let’s build something that stops people in their tracks.
Photo credit: Jenna Bascom Photography
Watch a behind-the-scenes look on Instagram.
