Not only were the Equa strategy and design concepts successful from a purely business perspective – the short product launch video so jammed the hallways in front of Herman Miller’s Chicago showroom during the NEOCON trade show that competitors complained attendees couldn’t get to their showrooms. I thought, “Eat your hearts out.” – but they also served as the conceptual prototype for subsequent marketing and design efforts, helping to point the way to new product launch approaches at Herman Miller. Below are stills from that video.