2x4 worked with HBF Textiles to define a space within the larger textile community through a new brand identity and the ideology of "Bringing texture to life." This philosophy was explored through language, imagery, a typographic system, materiality, and color. We developed a photographic campaign that combined their diverse products in a more lifestyle centric approach. The website was redesigned to better showcase the brand and provide simple filtering tools, product swatches and checkout flows for designers and architects.

To relaunch HBF Textiles to the public, we designed the Chicago showroom as part of the annual Neocon Fair. Reimagining the space as a workroom, we introduced a custom-designed work table and shelving system designed to optimize the display of fabric swatches. A new collection by designer Elodie Blanchard was featured in the space through a series of samples, and photographs from her process and inspiration. The design of the showroom accommodates changing installations, upcoming product launches and brand campaigns.


HBF Textiles NeoCon Booth 2014