EDE updated Patcraft’s showroom ahead of NeoCon 2013 to focus on introducing a new carpet line called Deconstructed. Environmental graphics followed a rustic industrial theme with gritty textures in the loft style space. The carpet line wall comprised of about 6,000 white washed poplar blocks, led visitors’ eyes around the room with varying layers that reflected the carpet’s chevron pattern. EDE installed 3D logos made of steel and wood to identify and brand the showroom. Custom ombre finished walls and a countertop made of reclaimed wood added to the rustic tone of the showroom. Hot rolled steel with magnetic carpet tile layouts, six inlaid displays, cabinetry built into the wall and three sliding panels of carpet installations allowed interaction with the products.