Each year, SANDOW Design Group and Interior Design Magazine transform their go-to showroom on THE MART’s 11th floor into an immersive editorial experience for NeoCon, the world’s leading event for commercial design. For the third year in a row, Momentum proudly partnered with the team to help bring the DesignScene Lounge to life—this time with a standout custom wallcovering moment.

The 2025 theme, LightPlay, was inspired by Noguchi-style stackable lights and the idea that “every big idea starts small,” as shared by Editor-in-Chief Cindy Allen. The result: an ambient space glowing in vivid reds with a retro ‘60s vibe—designed to spark curiosity, creativity, and hands-on interaction.

Behind the Design (Ideation & Process):

After seeing the lighting concept and color palette, our team curated patterns that echoed the sculptural forms. One stood out: Shape City, a chalk and watercolor artwork by our Creative Director Sarah Nelson, originally created for the Momentum Digital Art Gallery.

Using PANTONE swatches and paint references from the Interior Design team, we printed blanket tests to refine the perfect red. Layered striations in lighter and darker tones added depth and movement—mirroring the modular lighting pieces throughout the space. The final wallcovering was installed with white-glove care by our trusted showroom installer.

Seen in the Lounge:

• Wallcovering: Shape City, one of hundreds of customizable designs from our Digital Art Gallery

• Color Development: custom reds were refined through tonal blanket testing

• Theme Connection: painterly forms reflected LightPlay’s sculptural 3D lighting concept

In its entirety, the LightPlay aesthetic artfully came to life for NeoCon 2025—reflecting the power of creative partnership, where vision is shaped by collaboration and elevated through craft.

Final Design by: Interior Design Magazine and SANDOW Design Group

Lighting Concept: LightPlay by LightArt (led by Ryan Smith, founder of LightArt and Chief Creative Officer of 3form) & Interior Design Magazine (led by Cindy Allen, Editor-in-Chief)

Wallcovering Partner: Momentum Textiles & Wallcovering

Paint Partner: Behr

Carpeting Partner: Bentley Mills

Photography Credit: Kevin Serna