More than a display of wares, Haworth's NeoCon showroom last year was a declaration of intent. With the expanded and renovated space at Chicago's Merchandise Mart—highlighted by a glowing indoor pool and the transparent panels of a raised floor—Haworth announced its first real foray into the realm of aesthetics. No longer content to be a supplier of cubicles and workstations—and armed with innovative elements from its newly acquired subsidiaries—the venerable Holland, Michigan, manufacturer was now presenting itself to architects and designers as a full partner. For some the abrupt about-face was a welcome and timely change. Others found themselves asking which new company had taken over the formerly staid showroom—and what had they done with Haworth? "There's no question they're trying to change their image," says Douglas Gregory, an office-furniture consultant based in Grand Rapids, Michigan. "But you don't turn a Haworth around just like that because you've bought a couple of design compa- nies. Designers may produce beautiful lines, but then these are given to manufacturers who are used to forming straight edges. And I also have to wonder whether a company like Haworth can or should try to change an image that has been so successful for so many years."
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