NeoCon POP-UP 2025

DESIGN CREATES JOY!

Chicago, IL

The Opportunity

Project Color Corps had long envisioned showcasing its work on a national stage, deepening partnerships, and finding new supporters in the region. Our team knew NeoCon was the perfect opportunity to achieve these goals.

In October 2024, a dedicated advocate introduced Project Color Corps to The Mart. The Mart was immediately intrigued by our work and interested in helping Project Color Corps share its history and impact with the over 60,000 people expected at NeoCon 2025. This marked the official start of an eight-month collaboration to make our NeoCon vision a reality.

The Design Story

We know color plays a pivotal role in every environment. It's a powerful tool that can shift perceptions and behaviors, all while creating a supportive backdrop for daily life.

With this in mind, our founder, Laura Guido-Clark, reached out to Marianne Starke, a talented member of our Chicago Chapter and Design Director & Senior Associate with Gensler Chicago, to ask if Gensler would be willing to partner with us to design our showroom.

They enthusiastically agreed! Marianne brought in her teammate, Anna Nelson, and together they formed the dream team:

Marianne Starke – Design Director, *Project Color Corps Chapter Member

Lena Kitson – Principal

Anna Nelson – Brand Design Director

Renee Prusacki – Technical Director

Evan Morris – Brand Designer

The Concept

We worked closely with Gensler’s Chicago design team to transform our Suite 101 showroom. Our goal was to show how our unique process celebrates childhood wonder and the power of collaboration to build community and belonging.

Gensler presented two design concepts: one highlighted the power of color, and the other captured our students' sense of joy, play, and wonder. Both were unified by the concept of "Kid Brain."

“Every child is an artist. The problem is how to remain an artist once we grow up.”

— Pablo Picasso

Quotes from Project Color Corps vision sessions are central to the exhibit, drawing visitors into the innate wonder and fearlessness of being a kid. Inspired by the students' energy, Gensler incorporated a quote for each color, highlighting the impact our projects have on kids and communities.

"Blue makes me feel professional."

"Green makes me feel positive about everything."

"Purple makes me feel like a big stuffed animal."

"Pink makes me feel warm, safe, and fancy."

"Orange makes me feel like I ate breakfast."

The 'how' is the power of color, and the 'why' is Project Color Corps.

— Founder, Laura Guido-Clark

To bring this experience to life, Gensler engaged ER2 Image Group. They created a stunning, immersive experience using floor-to-ceiling color films that stretched over the mirror wall, reflecting each color quote and bathing the space in vibrant hues. This captivating display drew in many new visitors, sparking meaningful conversations about our process and our work

Gensler collaborated with ALL KINDS, an innovative creative studio in Chicago’s Fulton Market. Led by CEO + Sales Director Crystal Buss-Hodges and Inside Sales + Marketing Manager Jen Lau, ALL KINDS was invited to envision a custom-painted wall celebrating original artwork by Gensler team member Evan Morris.

John Wilson of BIG Construction crafted a gorgeous wooden wall, setting the stage for a vibrant collaboration. Ajiya Asif Kalia and Yuexin Chen of ALL KINDS Artists, alongside the Gensler team, spent a festive day hand-painting bright ribbons onto the unprimed wood. The energetic, hand-drawn gestures truly unified the entire space!

“We are thrilled to have the opportunity to amplify Project Color Corps’ important work and new Chicago Chapter through an experiential space where NeoCon visitors can learn more about the organization and engage in the power of color.”

— heartfelt words from Gensler, our valued collaborators

The Impact

The visitor experience started with our Project Color Corps logo splashing a vibrant green ribbon framing the showroom’s glass windows and literally “painting the town” from the hallway, guiding guests into the space’s joyful expression of color.

50,000+ attended The Mart for this 3-day event

450+ Exhibitors

Our little jewel box activated 325 sq ft of 1M sq ft of total exhibition space

The Merchandise Mart buzzed with a special energy, and many told us our showroom was the most positive and inspiring among the 450 participants. Drawn in by its vibrant design and optimism, guests found a colorful haven where they could relax and learn about our work. We became a happy and buoyant antidote to the show's usual hustle and bustle.

WITH GRATITUDE

This vision wouldn't have come to life without the incredible generosity of our partners, who donated their time, materials, expertise, and unwavering encouragement:

To our beloved Volunteer Chapter Members for their support in the showroom during the event:

CHICAGO CHAPTER: Paige Loczi - Chapter Leader, Marianne Starke, Jessica Kirshner, Andrea Benatar

PORTLAND CHAPTER: Puji Sherer

VENUE: