A virtual experience designed for Forty One Madison to inspire the tabletop industry • Conway+

A virtual experience designed for Forty One Madison to inspire the tabletop industry 11.16.2020

A world renowned building that’s home to some of the most influential tabletop names in the industry, Forty One Madison hosts a bi-annual New York Tabletop Show® in which retailers, interior designers, chefs, restaurateurs, architects, media and other professionals come together to appraise the latest trends and newest offerings from first-rate brands.

This year, Conway+Partners was met with the challenge of taking the experience online, fusing virtual channels with online events as a way to engage with a broader community and connect buyers with brands from afar. The digital event offered exclusive content to complement the in person show, in which open showrooms welcomed guests by appointment. We designed an exclusive digital hub inside Forty One Madison’s website to host the show’s online presence and help attendees participate actively through an intuitive, easy to navigate layout.

From October 13 to 20th, we hosted live interactive events and webinars featuring world-renowned hospitality experts, we introduced innovative 3-D virtual showroom tours exhibiting new displays and collections to keep the community in tune and vibrating, and we developed easy-to-download catalogs with stunning photography. We also created a digital lookbook for guests to explore design trends.

To promote the virtual show, Conway+ created multiple collateral materials, including e-blasts, digital ads, and social media posts.

The overall result was a consistent, inviting experience that allowed for an inclusive, far-reaching attendance while reinforcing the essence of Forty One Madison as an industry leader, always at the forefront of its sector.

The virtual experience generated an increase in engagement level on the website: users spent almost 3x more time on the website, and navigated 2.3x more pages than average.