Alma Lopez at ICFF: Bringing Design Process to Life

As Head of Creative at Canoa, I led the design for our Brooklyn-based practice's showcase at the 35th edition of ICFF in the Javits Center. This immersive three-day exhibition transformed the traditional product showcase model by revealing the creative journey behind
commercial design.

My approach to the ICFF exhibition stemmed from a core belief that the design process deserves as much attention as the final product. I created an environment that invited visitors behind the scenes, revealing the thoughtful journey from concept to realization that defines truly impactful commercial design.

Speaking about the curatorial process of the 1000 square foot booth, I explain: "At ICFF this year, I wanted to design something that felt like a home away from home to our community and visitors. The aim was to create a place that felt relatable. I chose nine furniture and product brands, that are also in our platform's community, that I knew all could play well together and also value collaboration in their designs. The brands ranged from established ones like Hem, Normann Copenhagen, Heartwork and RAD to smaller, independent ones like Work in Progress, iLAN iLAN, Studio Anand Sheth, Denvir Enterprises and Nodi Rugs. I had a fun challenge with a bright yellow rug that ran throughout the space as a result of ICFF's branding and wayfinding design, so I responded with a mellow, natural-coloured palette that would balance its playfulness."