3form Leaves the Merchandise MART to Offer a New Brand Experience to Designers

The 2022 trade show season brings a new beginning for award-winning building materials innovator, 3form. This year the brand is thinking outside the box with a fresh, multifaceted approach to the traditional showroom experience that increases accessibility to customers regardless of where they live, work, and travel. 3form’s bold new strategy embraces the increasing need for digital and physical experiences with a virtual showroom, a new online visualization and specification tool, and personalized experiences at their Utah headquarters.

“We made a decision to consider the way our customers are working in 2022 and beyond,” says Karli Slocum, Vice President of Marketing. “A designer’s time is tighter than ever—we want to personalize the approach so their brand experience can be fun, and also efficiently address their project goals in the process.”

This year, 3form will introduce a new virtual showroom experience, immersing designers into the world of 3form and highlighting the company’s materials and capabilities, including award-winning products from 3form, 3form Elements and LightArt. It will provide numerous ways for designers to learn about each product and easily connect with the 3form team to solve their unique design challenges on the spot. Among many features, designers will be able to understand the dynamic nature of the products virtually through videos that demonstrate how the products interact with light and translucency. They will also have the option to order samples directly from the virtual showroom and download all spec information for their project documentation on the spot.

3form wants to bring the designer experience with their products closer to home at their Salt Lake City headquarters. Designers will get the chance to travel to Salt Lake City, where they can take exclusive factory tours for a hands-on encounter with the materials, get sneak peeks at 3form’s yet-to-launch product innovations with their R+D team, and explore Utah’s natural beauty that inspires many of the brand’s sustainable products. These new initiatives will provide a more intimate experience for live events while investing in the digital world to broadly showcase the breadth of 3form’s offerings and make the designer’s life—whether in a home office, at work, or hoping for a chance to travel—easier and more fun.