
Every June, more than 50,000 conservative suits descend on Chicago for NeoCon (National Exposition of Contract Furnishings). There are so many of them, I feel like I never left my lovely hometown of DC, where Capitol Hill politicos run rampant and style still runs short. (Sorry, DC, you’re trying!) NeoCon is the most important show in the American contract furniture industry, with $25B in sales even during an economic slump. Your office chair, desk, and file cabinet were probably first scouted here. You haven’t given them a second thought once you were situated, and why would you (*yawn)? Fortunately, someone else is paid to do so and that person goes to NeoCon.
Established in 1969, NeoCon is always held at Merchandise Mart, a historic structure built by Marshall Field & Company in the 1920s. Once the largest building in the world at 4 million square feet, it has its own zip code and is a monument to architecture, design, and merchandising. It’s quite fitting that NeoCon is here: a pillar of a traditional American industry inside an American landmark. Merchandise Mart is now home to high-end designer showrooms, ad agencies, tech firms, and government agencies.
What you may not realize is that NeoCon is also a huge meat market.