J+J Flooring Group

Trade show showroom design connecting flooring innovation with traditional pottery craftsmanship

J+J Flooring Group's design team traveled to Detroit's historic Pewabic pottery studio, where for more than a century artisans have shaped clay into ceramic with careful hands and lightest touch. The experience revealed how the iconic, iridescent glaze that defines Pewabic pottery infuses every piece with striking movement and beautiful fluidity, perfect in its imperfections. This inspiration sparked the question: can a finish become the start of something new? Whiteboard partnered with J+J's lead designer Ginger Gilbert to translate this pottery studio inspiration into their 2017 Neocon showroom experience. We designed the space to authentically feel like a traditional pottery studio, incorporating potter's marks, aprons, subtle textures and glazes, framed windows, simple tables and stools to set the stage. The flooring designs became the hero, coming to the forefront within this thoughtfully crafted interior environment that honored the craftsmanship connection between traditional pottery and innovative flooring.