Thrive In Design

S8, E3: Seen, Heard, Remembered: Mastering NeoCon Tradeshow Strategy with Libby Gillen & Chris Stulpin

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As the most anticipated design event continues to evolve, one thing remains timeless: the power of well-crafted experiences—those that begin long before the showroom doors open and continue long after the last badge is scanned. From smarter collaboration and strategic storytelling to thoughtful product launches and unforgettable touchpoints, brands now have the opportunity to engage the A&D community in deeper, more impactful ways. NeoCon 2025 isn’t just about being seen—it’s about being remembered.

In today’s episode, we’re joined by Libby Gillen and Chris Stulpin for a deep dive into NeoCon 2025—what’s evolving, what still works, and how brands can create meaningful impact before, during, and after the show.

Libby Gillen is the Vice President of A&D Engagement at Momentum Textiles & Wallcovering and a proud Syracuse University alumna. Her career journey spans from studying interior design to leading strategy, connecting with specifiers, and driving engagement across the A&D industry in the U.S.

Chris Stulpin is the owner of Darrow Martial Creative and also serves on the boards of Momentum Textiles and Hero Flooring. With deep industry insight, he brings a unique perspective on design, branding, and creative leadership.

Let’s dive in!

Key Highlights from the Episode:

[00:01] Intro and a bit about our guests, Libby Gillen and Chris Stulpin
[01:57] How NeoCon has evolved in format and attendee experience
[05:32] Standout moments at NeoCon and what brands are still doing right
[12:43] How to make the most of NeoCon’s short window as a team
[14:35] Post-NeoCon: How to bring a similar experience to the field
[15:52] Key considerations when welcoming people to your showroom
[17:47] Tips for creating meaningful touchpoints during the show
[19:14] The upper level: Strategies to draw traffic and increase engagement
[23:11] The planning behind launching a successful product at NeoCon
[25:58] What to expect from Momentum Textiles at NeoCon 2025
[27:44] Tools and ideas to innovate the client experience
[30:15] Libby and Chris’ advice for first-time NeoCon attendees
[33:58] Wrap-up and end of the show

Notable Quotes:

  • "Start by looking outward, not inward. It’s not about your brand or product introductions—focus on the user experience and the designer experience."  ~Chris
  • "Be client-centric. You’ll turn your customers off if you bombard them with your story right away." ~Chris
  • "If you have a temporary space in the Merchandise Mart, reach out to those with permanent spaces and offer your product." ~ Chris
  • "People come to your showroom to see what’s possible—you have to make it memorable." ~Chris

    • Connect with Libby Gillen and Chris Stulpin:

    • Libby Gillen on LinkedIn
    • Chris Stulpin on LinkedIn

      • Learn more about Thrive In Design:

      • Website: thriveindesign.co
      • Instagram: @thriveindesign
      • Facebook: Thrive In Design
      • LinkedIn: Thrive In Design

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