Geiger Brand Experience + Showroom

Geiger International, a Herman Miller company, pioneered the manufacture of modular wood casegoods and furniture for commercial interiors. The company has a rich history of uncompro-mising design standards. After being acquired by Herman Miller, however, the brand lost focus, and its identity was compromised. Geiger retained Grant Design Collaborative to enhance their brand revenue by developing an integrated marketing strategy. My team was selected to lead the 15-month initiative.

Grant focused on the brand’s unique association with beautiful wood veneers and classic design to promote the company as a “top-drawer” resource for high-end, image-driven commercial interiors. The brand was relaunched in Chicago at NeoCon, and Grant’s Geiger Boutique received an International Interior Design Association’s (IIDA) Creative Excellence Award for exhibit design.

After NeoCon, we continued the momentum by renovating Geiger’s flagship showroom in New York, developing vertical market strategies and creating a new advertising campaign. Sales were higher than they’ve ever been with an increase of over 148%.