July 16, 2025
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Design Language
We Attended Our First NeoCon Conference: And it didn't disappoint.
Why NeoCon 2025 Will Always Be Special to Us
Every company has those pivotal moments—those turning points when things click into focus and you see what you could be. For us at Tunnel, NeoCon 2025 was exactly that.
It wasn’t just our first big industry event; it was the moment we realized who we were, who we are, and who we want to grow up to be.
From “We’ll Source Anything” to Finding Our True Business
To really understand why NeoCon means so much to us, you have to know where we started.
Tunnel didn’t begin as a commercial furniture dealership. We started as a solutions company—sourcing anything our clients needed. One of our earliest and most important relationships was with a large hospital system run by a buddy of mine who oversaw seven hospitals.
He gave us a shot to source whatever they needed—from EV chargers to various services. And we did it. But one thing kept coming up over and over again: furniture.
Waiting rooms, hallways, patient rooms, training tables. Over and over, it was the furniture requests that piled up.
We were already six figures in, and this was still “on the side.” Eventually, I told my partner: There’s a real business here. And it’s the furniture side.
That moment of clarity changed everything.
“Once I focused on how I actually lived — not just what I thought I liked — the design came together naturally.”
Discovering What We Wanted to Be
Even after that realization, though, we didn’t have the language for what we were trying to build.
One day, my partner sent me a couple of links, and as I dug in, I had this moment of revelation: Commercial Contract Furniture Dealer.
I’d never heard that term before. I didn’t know anyone in that space. I knew people bought furniture—but not that it was an entire industry, with its own nuances, brands, and specialists.
What struck me was how deep it went. Dealers weren’t just selling desks and chairs. They were working with hundreds of manufacturers. It was everything: acoustic furniture, lighting, baffles, planters, wall panels, casings. I learned about products I’d never heard of. Acoustic furniture? That was new to me.
The more I read, the more the pieces fell into place.
Enter NeoCon
Then I found NeoCon. The biggest commercial interiors conference in North America.
Held in Chicago, NeoCon brings together manufacturers, designers, architects, dealers, and procurement people from all over the world.
Walking into that building was like stepping into another universe.
The energy was electric. Each floor held something new—beautifully designed spaces, cutting-edge technology, inspired displays. Brands were showing off not just furniture but an entire experience.
People were genuinely excited about furniture design. There was music, live demonstrations of acoustic furniture. You could see and feel how a space transformed with the right design.
I realized in that moment that this industry wasn’t dry or boring. It was fashion.
I’ve always loved fashion, and suddenly I saw the clear parallel. The fabric samples, the customization, the attention to detail—just like in fashion, there was art and craft here.
Focus pods, flexible workspaces, technology-integrated pieces—it was a glimpse of the future of work and design.
Leaving With Tunnel Vision
I didn’t just leave NeoCon with a bag of brochures.
I left with absolute clarity about who Tunnel, formerly known as Tunnel Group, needed to become.
We weren’t just sourcing furniture. We were going to design spaces. We were going to help clients imagine what was possible.
We needed to represent and curate brands that inspired us. We needed to look and feel like a real design partner, not just a middleman.
I came back and shared that vision with my partner. We were both all in.
NeoCon 2025 became the foundation for our brand. It shaped our values, our approach, our future.
Why This Worked For Us
We realized quickly that commercial furniture isn’t just about selling products—it’s about real relationships.
That’s always been who we are. For over 30 years, my partner and I have built genuine, lasting connections across healthcare, education, corporate, sports, entertainment, nonprofits, and tech.
When we really looked at it, it just made sense. This industry touches all those worlds. Everywhere we had strong relationships, there was a need for thoughtful, intentional spaces.
It wasn’t just a business opportunity. It was a chance to take everything we’ve learned and pour it into work that matters—helping people create spaces where they feel welcome, focused, inspired.
And we saw room to do things differently. In a legacy industry, we knew our tech, marketing, and media background could help us tell the story better, reach people in new ways, and truly stand out.
That’s why this wasn’t just a leap. It felt like coming home.
Why It Matters
We’ll always be grateful for NeoCon because it didn’t just show us products—it revealed who we needed to become.
It gave us a vision of what it means to be a true partner. Not just a supplier, but a collaborator. Someone who listens, guides, and helps clients imagine what’s possible.
It taught us that great spaces don’t just happen—they’re designed with care, strategy, and a deep understanding of how people feel when they’re in them.
The people we met at NeoCon are still part of our network today. The knowledge we gained there is woven into every project we take on. And that’s why we can’t wait to go back next year and keep growing.
-Terry, CEO/Co-Founder
Why NeoCon 2025 Will Always Be Special to Us
Every company has those pivotal moments—those turning points when things click into focus and you see what you could be. For us at Tunnel, NeoCon 2025 was exactly that.
It wasn’t just our first big industry event; it was the moment we realized who we were, who we are, and who we want to grow up to be.
From “We’ll Source Anything” to Finding Our True Business
To really understand why NeoCon means so much to us, you have to know where we started.
Tunnel didn’t begin as a commercial furniture dealership. We started as a solutions company—sourcing anything our clients needed. One of our earliest and most important relationships was with a large hospital system run by a buddy of mine who oversaw seven hospitals.
He gave us a shot to source whatever they needed—from EV chargers to various services. And we did it. But one thing kept coming up over and over again: furniture.
Waiting rooms, hallways, patient rooms, training tables. Over and over, it was the furniture requests that piled up.
We were already six figures in, and this was still “on the side.” Eventually, I told my partner: There’s a real business here. And it’s the furniture side.
That moment of clarity changed everything.
“Once I focused on how I actually lived — not just what I thought I liked — the design came together naturally.”
Discovering What We Wanted to Be
Even after that realization, though, we didn’t have the language for what we were trying to build.
One day, my partner sent me a couple of links, and as I dug in, I had this moment of revelation: Commercial Contract Furniture Dealer.
I’d never heard that term before. I didn’t know anyone in that space. I knew people bought furniture—but not that it was an entire industry, with its own nuances, brands, and specialists.
What struck me was how deep it went. Dealers weren’t just selling desks and chairs. They were working with hundreds of manufacturers. It was everything: acoustic furniture, lighting, baffles, planters, wall panels, casings. I learned about products I’d never heard of. Acoustic furniture? That was new to me.
The more I read, the more the pieces fell into place.
Enter NeoCon
Then I found NeoCon. The biggest commercial interiors conference in North America.
Held in Chicago, NeoCon brings together manufacturers, designers, architects, dealers, and procurement people from all over the world.
Walking into that building was like stepping into another universe.
The energy was electric. Each floor held something new—beautifully designed spaces, cutting-edge technology, inspired displays. Brands were showing off not just furniture but an entire experience.
People were genuinely excited about furniture design. There was music, live demonstrations of acoustic furniture. You could see and feel how a space transformed with the right design.
I realized in that moment that this industry wasn’t dry or boring. It was fashion.
I’ve always loved fashion, and suddenly I saw the clear parallel. The fabric samples, the customization, the attention to detail—just like in fashion, there was art and craft here.
Focus pods, flexible workspaces, technology-integrated pieces—it was a glimpse of the future of work and design.
Leaving With Tunnel Vision
I didn’t just leave NeoCon with a bag of brochures.
I left with absolute clarity about who Tunnel, formerly known as Tunnel Group, needed to become.
We weren’t just sourcing furniture. We were going to design spaces. We were going to help clients imagine what was possible.
We needed to represent and curate brands that inspired us. We needed to look and feel like a real design partner, not just a middleman.
I came back and shared that vision with my partner. We were both all in.
NeoCon 2025 became the foundation for our brand. It shaped our values, our approach, our future.
Why This Worked For Us
We realized quickly that commercial furniture isn’t just about selling products—it’s about real relationships.
That’s always been who we are. For over 30 years, my partner and I have built genuine, lasting connections across healthcare, education, corporate, sports, entertainment, nonprofits, and tech.
When we really looked at it, it just made sense. This industry touches all those worlds. Everywhere we had strong relationships, there was a need for thoughtful, intentional spaces.
It wasn’t just a business opportunity. It was a chance to take everything we’ve learned and pour it into work that matters—helping people create spaces where they feel welcome, focused, inspired.
And we saw room to do things differently. In a legacy industry, we knew our tech, marketing, and media background could help us tell the story better, reach people in new ways, and truly stand out.
That’s why this wasn’t just a leap. It felt like coming home.
Why It Matters
We’ll always be grateful for NeoCon because it didn’t just show us products—it revealed who we needed to become.
It gave us a vision of what it means to be a true partner. Not just a supplier, but a collaborator. Someone who listens, guides, and helps clients imagine what’s possible.
It taught us that great spaces don’t just happen—they’re designed with care, strategy, and a deep understanding of how people feel when they’re in them.
The people we met at NeoCon are still part of our network today. The knowledge we gained there is woven into every project we take on. And that’s why we can’t wait to go back next year and keep growing.
-Terry, CEO/Co-Founder
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Ready to begin or need guidance? The Tunnel team is here to help you design your space.
Let’s work together