Designing an =
An opportunity to refresh Carnegie’s first acoustical panel line and set a new standard in a crowded market
Carnegie Fabrics
10 months
October 2024
Product Design
Art Direction
Play to listen first-hand
INTRO
Redefining Carnegie's Acoustical Panels
In 2016, Carnegie Fabrics launched its first acoustical panel line - Xorel Artfom, setting a design benchmark for the time. Nearly a decade later, the market had grown crowded, and clients were demanding more. This project was our chance to refresh a classic and create a bold collection that stood out in a competitive landscape.
BACKGROUND
Understanding the Existing Line
Xorel Artfom
Strong aesthetic appeal
Available in over 350+ skus/pattern
in 13 shapes
In-House manufacturing
Fast-track Innovation & reduced lead times
Easily specified
PVC free & Easy install
High durability
Ease of maintenance
without added finishes
Patented 3D Element
Copyrighted design system
unique in the acoustical market
Top Selling Shapes
Dimension Wins: 3D > 2D
Circles 18.7%
Hex 12.8%
Ridge 10.1%
Waveline 6.5%
RESEARCH
Understanding the Gap
Through industry interviews with younger designers (via Next Gen), we uncovered key gaps in the product line. From overwhelming choices and limited awareness, to a need for bolder, more statement-making options.
"we really need ceiling solutions and bolder statement pieces — something that goes beyond the basics."
Priya, Junior Interior Designer
"Xorel Artform gives me incredible flexibility, but with 13 shapes and over 350 colors, it can feel overwhelming and time-consuming to design and present to clients"
Emily, Interior Designer
"I don’t know much about this product line."
Hannah, Interior Design Intern
"I love the 3D look and performance, but cost is a barrier"
Jason, Architect
An in-house survey of 40 sales reps gave us a front-line view of the biggest challenges in selling Xorel Artform.
COST BARRIER
Heard pushback from clients on price compared to alternatives.
NO CEILING SYSTEM SOLUTIONS
Reps flagged this as a frequent client request missing in the line.
WEAK CLIENT PRESENTATION TOOLS
The lack of compelling visuals made it harder to close deals.
RESEARCH
Understanding the Competition
Through research combined market analysis and competitor audits across two main groups in the acoustical product industry to see where opportunities for differentiation lay.
Carnegie Fabrics
A&D Competitors
Building Manufacturer
Industry Reputation
Easy to Specify
Scalable Production
Cost Effective
Statement Pieces
Broad Color Range
Ceiling Solutions
3D Element Desgin
RESEARCH INSIGHTS
PROBLEMS
GOALS
Overwhelming choices
Provide assist on specifying product
Lack of strong design identity
Introduce bold statement designs
Low brand awareness
Strengthen our brand presence
High cost
Competitive pricing
DESIGN PROCESS
Designing with Clear Goals
IDEATION
Concept Sketches & Trend Insights
Starting with in-house annual trend reports, we sketched bold concepts aligned with market directions and project objectives.
REALIZATION
From Renders to Technical Drawings
Selected concepts were translated into 3D renders and precise technical drawings. At this stage, we specified materials and dimensions—factoring in value engineering to reduce waste and cost—and defined installation methods to ensure the system was fully production-ready
PORTOTYPE & REFINE
Collaborating to Perfection
Working closely with our in-house manufacturing team, we refined prototypes, resolving technical challenges until execution was clean and production-ready.
MARKETING & SALES TOOLS
The Finishing Touches
We defined the launch concept and created a complete sales rep kit, including digital files and specification guides that made the line easy to present and specify. I art-directed the photoshoot to showcase the dimensional forms in inspiring environments, while developing marketing tools that turned technical details into clear, usable resources for designers.
FINAL PRODUCT
Turning Market Challenges into a Bold New Acoustical Collection
Bold design. Smarter pricing. Clearer tools. View the full collection here
Stand Out with Bold Statement Designs
We introduced patented dimensional panels unlike anything else in the market, creating a bold visual language that positioned Carnegie as the leader in 3D acoustics. These designs gave architects the “signature moments” they were asking for.
Design Assist
Ready-to-order design tools
In-house desgin service
IMPACT
Strengthen Brand Presence
The Tuned Collection resonated across the design industry, gaining immediate visibility and validation.
Sales Breakdown (Since launch OCT 2024)
COST BARRIER
Increase in ceiling product growth
COST BARRIER
Overall acoustic product sales
COST BARRIER
Higher spec to purchase conversion
Recognition
