Real American Hardwood® Brings The Hardwood Story To NeoCon
Real American Hardwood®’s recent trip to NeoCon was a strong success, and an important reminder of why the hardwood industry needs to be present in spaces where architects and designers are shaping the future of the built environment.
NeoCon, held annually in Chicago, is one of the most influential events for the commercial design industry. It brings together architects, designers, manufacturers, specifiers, and thought leaders to explore the products, materials, and ideas influencing interior spaces.
This year, Real American Hardwood participated in the Metropolis Sustainability Lab, a curated space dedicated to sustainable design, healthier materials, and innovative products that support people and the planet. For Real American Hardwood, being part of that conversation mattered. Hardwood has a strong sustainability story, but that story is not always fully understood by the architecture and design community.
Throughout the event, we had meaningful conversations with designers, students, manufacturers, and other attendees about how hardwood fits into sustainable design. These discussions gave us valuable insight into how the A&D community currently perceives our industry, where they see opportunities, and where more education is still needed.
One of the clearest takeaways was that there is still a knowledge gap around what sustainability truly means. Sharing the Sustainability Lab with a manufacturer of wood-look flooring products provided a clear example of this challenge. Their products are designed to replicate the appearance of real wood and are marketed as an alternative to traditional luxury vinyl flooring, with formulations that reduce some of the environmental and health concerns often associated with conventional vinyl products. While these improvements are noteworthy, many attendees viewed these products as inherently sustainable simply because they are an improvement over traditional vinyl, highlighting the need for broader conversations about material sourcing, renewability, and end-of-life impacts. While innovations that reduce harmful chemicals are a positive development, they also highlight an important challenge: many designers are comparing one manufactured product against another without fully considering the environmental benefits of natural materials.
This creates an opportunity for hardwood to better explain its renewable, biodegradable, and responsibly managed advantages.
That education is especially important for the next generation of designers. During NeoCon, we had the opportunity to explain selective harvesting to potential A&D students who were unfamiliar with how responsible forest management actually works. Conversations like these demonstrated how much interest exists once people better understand that harvesting hardwood does not mean destroying forests. Instead, it means managing forests carefully so they can continue to grow, regenerate, and provide environmental, economic, and social value for generations.
Our presence at NeoCon also reinforced the importance of connecting designers with real hardwood suppliers. One major takeaway from the trip is the need to provide architects and designers with easier access to NHLA member companies. As a result, Hardwood & Design will be expanding its member directory resources to help specifiers connect directly with hardwood manufacturers, suppliers, and industry experts. More information about these enhancements will be shared in the coming months.
NeoCon confirmed that Real American Hardwood has an important role to play in the design community. The hardwood industry has a powerful story, one rooted in sustainability, natural beauty, durability, responsible forest management, and American craftsmanship. Yet many architects and designers are still encountering misconceptions about forestry, material sourcing, and environmental impact.
We cannot assume the A&D community already knows our story.
We have to show up. We have to answer questions. We have to provide resources. And we have to make it easier for architects and designers to understand why real American hardwood remains one of the most sustainable, healthy, and enduring material choices available.
Our time at NeoCon was not just successful because of the conversations we had. It was successful because it showed us where the opportunities are: education, connection, visibility, and continued advocacy.
