In 2015 J+J Flooring Group connected two previously unconnected showrooms to create one, large arena for product promotion and display. 2015 also ushered in the unveiling of their newest offering, Filtered Effects. Inspired by the art of creative filter photography, Filtered Effects offered a vibrant and imaginative collection in a new spectrum of colors. Showroom visitors were invited to see flooring in a whole new light. KLI, in collaboration with the client team, expressed the Filtered Effects concept through a comprehensive design and messaging program including: showroom interiors, messaging and graphics; giveaways and associated graphics; trade advertising; pre and post show blasts. The showroom interiors were inspired by the carpet collection names – Chroma, Spectra, Aperture, F-Stop, and Exposure. Stark white, “Polaroid-like” frames inset with carpet samples contrast the large format, vivid, Polaroid transfer photographs applied to the perimeter walls. Filter-inspired pastel colors were painted on the feature wall and printed on transparent film applied to glass giving the effect of looking into the space through a filtered lens. Both overt and subtle photography references were utilized throughout the campaign.