SFA Showroom Development
Client: Shinn Fu of America (SFA)
Location: Kansas City, MO
Project: Showroom Design and Installation
The Challenge
With a high-priority potential sales client scheduled to visit in just two months by May of 2024, SFA needed to quickly transform a cafeteria that doubled as a makeshift product display into a comprehensive, professional showroom. The goal was to showcase all nine SFA brands in a compelling and cohesive way—on a limited budget—while also allowing for the flexibility to repurpose elements for mobile trade show use.
The Solution
To meet the deadline and deliver impact, the team partnered with Exhibit Associates, a local exhibit and trade show company. The approach focused on smart, multi-use design and strategic vendor coordination to maximize the budget and elevate the experience.
Key Project Elements:
Ideation & Planning:
Early brainstorming sessions determined the dual-purpose showroom/trade show strategy. The design concept focused on nine branded zones, each highlighting a different SFA brand with a mix of visuals and physical products.
Design & Layout:
Collaborated with Exhibit Associates to finalize the overall showroom layout, optimizing flow and visibility.
Lightboxes were designed to serve as focal points for each brand zone, using application photos featuring real people and real-world use cases.
Placement of lightboxes was carefully mapped to minimize rerouting of electrical outlets, reducing costs and installation time.
Product Integration:
Worked closely with Henry Hill, BVA Sales Director, to select and display key physical products that best represented each brand’s value and range. Custom-branded display boxes were used to enhance presentation and maintain consistency across zones.
Vendor Management:
Exhibit Associates: Trade show design and fabrication
Electrician: Power outlet planning and lightbox connectivity
Epoxy Flooring: Durable and polished showroom finish
Painters: Brand-aligned color palette throughout the space
Visual Content Creation:
Curated and directed a photo collection campaign to capture SFA products in real-world applications, featuring actual users across different industries.
Collaborated with the graphic design team to create custom visuals for each brand’s lightbox, including two lightboxes unifying all SFA brands for broader identity storytelling.
The Result
In just under two months, SFA successfully launched a visually impactful, highly functional showroom that left a strong impression on the visiting client. The dual-use design enables ongoing value by supporting future trade show appearances. The project highlighted the power of cross-functional teamwork, creative problem-solving, and brand storytelling—all executed on time and within budget.
SFA Showroom: Before
SFA Showroom: During
SFA Showroom: After
