Brand Spotlight
May 27, 2024
Known for its soft contract furnishings, OFS seems an unlikely candidate for becoming a design-media powerhouse. But that is exactly what the Huntingburg, Indiana-based company has done over the past few years, creating its own print magazine, long-form video series, and podcast network.
The cover art for the "In the ROOM" podcast, recorded at ICFF 2024.
OFS expanded its content footprint at this year’s International Contemporary Furniture Fair (ICFF), recording a new podcast live from the show floor. “In the ROOM” features interviews with a half-dozen ICFF speakers and luminaries, including Giulio Cappellini, Luca Nichetto, Lee Broom, and Amy Devers. Doug Shapiro, VP of Research and Insights at OFS as well as host of the company’s “Imagine a Place” podcast, conducted all of the talks, which were recorded in a modular acoustic privacy booth by ROOM, which OFS acquired last year.
The first batch of “In the ROOM” episodes will be available for download May 28 from all major podcast platforms.
To mark the series’ release, we spoke to Shapiro about it and OFS’ larger content strategy. Excerpts from our talk follow.
Why did OFS decide it was worth investing the time and money needed to launch its content network?
By investing in these content forms, we are not just sharing ideas; we are building a community around the belief that well-designed places can enhance well-being, productivity, and connectivity. Our aim is to gather and amplify the voices of industry leaders whose insights and stories can inspire the entire design community.
The OFS / ROOM space at ICFF 2024, with the "In the ROOM" podcast studio to the left. Photo: Courtesy of OFS.
Doug Shapiro, VP of Research and Insights at OFS and host of The Imagine a Place podcast, interviewing Amy Devers, educator and host of the Clever podcast, at ICFF 2024. Photo: Courtesy of OFS.
The company has doubled down on podcasts. Why that format as opposed to another?
Podcasts allow us to engage deeply with our audience; they offer an intimate, flexible, and immersive experience that aligns perfectly with our mission to explore and discuss the evolving landscape of workspaces. Podcasts also allow us to dive deep in our conversations with the thought leaders and influencers we interview.
Why a new podcast? And why at ICFF?
We decided to launch “In the Room” at ICFF to tap into the contemporary pulse of global design. ICFF is the perfect backdrop, given it is a hub for innovation and modern aesthetics, and is where the world’s leading designers and thinkers come together.
A series of ROOM's meting and privacy booths.
Is the podcast a one-off or are you thinking of doing other series at other design events?
ICFF is the exciting kickoff to a larger series we have planned. We’re thrilled to bring this concept to other major design shows throughout 2024.
Why features some designers on the podcast who really aren’t in the contract space?
Work and living spaces are blending more than ever. By featuring talents who are known for their innovative residential and artistic designs, we aim to bridge the gap between different design philosophies. These designers bring unique perspectives that inspire fresh thinking and help all designers, regardless of their specialty, discover new ways to use space to enhance the human experience.
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