At this year’s HD Expo + Conference, BERMANFALK collaborated on a booth with co-exhibitors: Valley Forge Fabrics, Naturalist Biophilic Design Studio, Oliver Gal Artist Co., & Forth Surfaces.
Concept & Collaboration: Planting the Seeds
Nearly a year ago, the idea for a collaborative, sustainability-focused booth at HD Expo 2025 first surfaced and quickly gained traction among five like-minded companies: BERMANFALK, Valley Forge Fabrics, Naturalist Biophilic Design Studio, Oliver Gal Artist Co., & Forth Surfaces. The concept was simple: what if together we created a space that embodied sustainable design in a way that felt immersive, welcoming, and playful? The collaborative intent behind the booth was to showcase more than just individual products, we all wanted the attendees to feel transported into an environmental sanctuary. The goal was to have lush greenery, soft drapery, earthy textures; something that felt grounded in nature, but still elevated.
To keep up the team’s creative rhythm, weekly meetings were scheduled to brainstorm, sketch, and shape the story we all wanted to create within the 30 x 30 ft space. Somewhere along the way, one concept stuck: what if this booth became a giraffe’s home? Not a literal jungle, but a stylized, elevated space where a giraffe might host a gathering for its friends. At one point, jokes were made about hanging a sign that read, “Don’t feed the giraffe”. Jokes aside, the giraffe quickly became the booth’s playful mascot, and the theme gave us all the freedom to lean into both organic textures and whimsical storytelling.
With the conceived narrative, the smaller, more intricate details started to fall into place. Leaning into the playful concept of a giraffe’s gathering, Oliver Gal Artist Co. adorned the booth with artwork of wild animals placed in grand, domestic settings. Giraffes, zebras, peacocks, and leopards are pictured wandering through rooms as if arriving for an elegant house party, creating an imaginative blend of the untamed and the familiar. The furniture palette leaned into warm walnut woods, soft greens and beiges, and natural textures. We wanted it to feel like we pulled the materials and colour scheme from a botanical retreat. This set the tone for a space where nature, art, and design could coexist.
Sustainably Grounded: A Collective Effort
Sustainability was woven into the booth’s vision from the very beginning, shaping every design choice. Every element, from the materials that were chosen to the stories that were told, was guided by a shared commitment to thoughtful, responsible design. Together, these five exhibiting brands set out to prove that creating an immersive, beautiful environment doesn’t have to come at the planet’s expense. Instead, it can be a celebration of what’s possible when creativity and conscious choices work hand in hand.
Each partner brought something unique to the table. Valley Forge Fabrics wove sustainability into the space with textiles made from recycled fibers and upcycled materials, used throughout the lounge. Naturalist’s recyclable greenery brought the outdoors in, without water, waste, or upkeep. Even more impressive, the materials are designed for reuse and are being thoughtfully repurposed after the show. Forth Surfaces grounded the space with a custom herringbone floor with enhanced biodegradation properties, reducing environmental impact over time. Oliver Gal’s made-to-order art reduced production waste while adding vibrant, organic energy to the walls. Lastly, BERMANFALK supplied the custom-made casegods and seating, all shipped in sustainable packaging, proving that comfort and quality can align with environmental responsibility.
What made this collaboration special wasn’t just each brand’s sustainability efforts, but how seamlessly they came together to create something greater. This giraffe sanctuary wasn’t just a booth, it was a living example of immersive, intentional design where every detail had purpose and sustainability was woven into the experience.
Setting Up: Heavy Lifting and High Hopes
Bringing the booth to life was no easy task. It took serious teamwork, problem-solving, and long hours. The ceiling alone weighed over 1,000 pounds and spanned the entire 30 x 30-foot space. Lush greenery panels were meticulously zip-tied into place, wrapping across the booth top and extending to the exterior ceiling border like a living canopy. Every panel was fluffed by hand – which felt like the equivalent of preparing and spreading out the branches of 20-30 Christmas trees in a single sitting. Once ready, this massive structure was carefully hoisted into the air. Naturalist’s materials also inspired stunning greenery chandeliers, paired with Valley Forge’s fabrics to visually unify the entire environment. Meanwhile, Valley Forge’s team had pre-sewn pleated covers for the 15-foot-tall columns, which were carefully positioned in place with some team members balancing high in the air making it happen.
The structure required collective focus, adaptability in finding solutions, and the ability to pivot as a team. Standing before the massive structure was intimidating, and figuring out how to lift it was a complex logistical puzzle. Yet, with careful planning and teamwork, we all made it happen. We realized just how crucial the BERMANFALK crates ended up being as they literally held the ceiling structure up while team members crawled underneath to secure elements from below. Artwork had to be mapped and hung, decals applied, a closet assembled, pillows placed, and crates unpacked, including one holding an 800 pound bar. Simultaneously, the team was constantly cleaning up the trail of zip ties left behind and the residual pieces of greenery that fell on the floor to stay as organized as possible.
By 1:00AM, the final poufs were set, and the team, exhausted but proud, finally stepped back. We had celebrated a teammate’s birthday in the booth at midnight, swept the floor a dozen times, and some even worked a 17-hour day. But by morning, walking in with fresh eyes, it was worth it. The booth looked incredible: polished, welcoming, and ready for the show. It was everything we had planned for and envisioned it to be.
Enjoying the Show: A Living Design Moment
Once the show opened, the giraffe sanctuary came alive in a whole new way. Positioned right near one of the main entrances, the booth quickly became a central gathering spot – not just for its beauty, but for its atmosphere. The structure’s scale, warm palette, and whimsical details stood out immediately on the massive show floor. It became a popular space to pause, take a breath, and enjoy the experience.
There was a constant flow of people coming in to explore, sit, take photos, and ask questions. The space felt welcoming, even playful thanks to the giraffe mascot that anchored the theme and added a sense of curiosity and charm. The team decided to place the giraffe close to the front of the booth where it became a photo-op spot and an instant conversation starter. In passing, our team heard someone say, “Let’s park ourselves at the booth with the big giraffe,” which became a proud moment for the whole team; it was clear we’d created a space people genuinely wanted to be in.
Beyond the booth itself, this year marked a milestone in our shared commitment to help the next generation of trailblazing designers who will shape the future of the industry. The inaugural NEWH BERMANFALK Hospitality Design Scholarship was proudly awarded to Ladan Khalvati at this year’s Women in Design (WID) Awards. Open to students across North America and parts of Europe, this prestigious honor recognizes her outstanding leadership in shaping the future of hospitality design – congratulations, Ladan! Being there to see that recognition take place and attending the inspiring WID breakfast was deeply moving for our team. It reminded us that good design isn’t just about form and function, but also about impact, access, and uplifting voices in our industry.
Held in Las Vegas, Nevada, HD Expo brings a distinctive energy to the tradeshow scene, where attendance includes a diverse range of exhibitors from across the hospitality industry. Showcasing fun and bold designs on large scales, and presenting a unique opportunity to converse and catch up with less formal business talk. It is Vegas after all! This year, it felt like we found our place within that. People left inspired and connected. As the show wrapped up, we weren’t just proud of what we built, we were proud of how we built it: together.