In the commercial integration industry, every project is unique. And Marshall Furniture is one manufacturer who truly understands that. The Antioch, Ill.-based company is a great example of a leading vendor leveraging its agility and pivoting to tomorrow’s expanding opportunities. In an effort to learn more about its unique value proposition, Commercial Integrator sits down with Michelle Wille, managing partner, who pulls back the curtain and reveals how Marshall Furniture works with integrators to achieve their needs.
Customized Collaboration
According to Wille, also responsible for sales and marketing, one of the best parts of the process is that there is no one predetermined way of achieving the project. “The journey is always different,” she begins. “In one scenario, we may have the integrator contact us with the scope already in mind.” From Wille’s perspective, in such scenarios, some integrators are likely to have a solid foundation regarding the aesthetic style and functional requirements of the furniture for the project. “With such integrators, we work according to the project budget, AV and room requirements, and then provide the recommended solution type,” Wille states.
On the other hand, there are integrators who reach out and request Marshall Furniture to shepherd the conversation with the client directly. “In these cases, integrators are likely be more familiar with the technology aspect, and so they lean on us to speak with the client on the furniture aspects,” Wille remarks. In her opinion, this is where Marshall Furniture truly shines. Wille says, “We like to assure the dealer that we can take control of the design aspect of the project while working those details out with the various players involved.” These include the facilities personnel, owners, interior designers or even architects.
She further adds that, at any point, Marshall Furniture will always bring in the integrator to consult on the AV system and work on price points. “This is a huge incentive for the integrator as it allows them to remain focused on the AV deployment of the project while being reassured that the relationship with the client is nurtured with their best interests in mind,” she says.
Wille also reveals that Marshall Furniture has been a member of the Architectural Woodwork Institute since 2002. “Essentially, as a member, we follow quality standards depending on the scope of the project,” she proclaims. “As a result, clients that are working with an architect or interior firm are reassured knowing that we’re accredited and qualified to meet their quality standards.”
For integrators too, this serves as a huge benefit as they have the peace of mind knowing that the vendor can facilitate the conversation about the particulars of the project installation, architectural or interior requirements. “What’s more, this accreditation further assures the client that they are getting the best return on investments by working with a manufacturer that builds with high standards, to their unique style,” Wille underscores.
According to Wille, it is this very flexibility of working with integrators that has added to the company’s value as a prominent technology furniture provider. “Integrators themselves are used to providing different AV systems depending on their client’s needs, and we want to offer the same flexibility in our product offerings in order to meet their needs,” she adds. Wille then reiterates Marshall Furniture as a solution-based company that designs and produces solutions to match the composition of the project. She thus emphasizes, “We always aim to be true collaborative partners for the integrators we work with.”
Implementing Feedback
Another factor that makes Marshall Furniture stand out in the eyes of integrators is that the company always incorporates feedback from clients to improve its product offerings. Wille explains, “Our [integrator] clients are the experts and we’re essentially building [the furniture] around their needs.” In her opinion, the idea is to design the furniture around the AV systems and ensure that aspects such as security, ventilation and core pass allowance are all accounted for. “We’ve been leading in our field for 30-plus years but we’ve always believed in adapting based on new technology and needs,” Wille states. “We strive to make sure that our furniture can accommodate and adjust according to updated specifications.”
As an example, a common design adaption is addressing ventilation. While in the design phase, this collaboration is important as they are able to make additional space for rack fans or added vent panels that may live inside the rack layout or are added to the furniture build. “The value in specifying a customized product is the ability to design build it your way while accounting for the required criteria,” Wille notes. In her opinion, the end result is never a result of compromise; rather, it is a mutual collaboration with the integrators.
Indeed, it is this very customization and incorporation of feedback that has placed Marshall Furniture at the forefront of technology furniture innovation, especially as companies across the globe are encouraging the return-to-office movement.
Helming the Return-to-Office Movement
“Furniture could very well be the focal point of the room,” Wille emphasizes. “While technology is the success of the room from behind the scenes; the furniture is the home base or rather, the comfort zone for users.” According to Wille, the importance of the design build of the furniture is to make sure that everyone in the room has the ability to use it and achieve their goals with confidence. In essence, employees want to like the spaces in which they work, and they want to do so comfortably.
“The space matters now more than ever as offices have to be enticing enough to bring back employees,” she adds. “Technology is a major factor for the return-to-office movement, and our expertise lies in making the technology more integrated and relatable for the end users.”
To further elucidate this point, Wille turns to the shifts in the corporate and higher-education markets where technology has become a relevant factor in every single room within any facility. She explains, “In each of these markets, the design of the furniture needs to mimic this relevance of technology in order to deliver the best user experience and functionality.” In her opinion, Marshall Furniture has achieved that by truly listening to integrators when assessing the room environment’s needs. “We take the time out to talk it through with all parties involved to ensure that our custom design build is the right fit,” she says.
More Than Just a Checkbox
Besides the value of customization, Marshall Furniture has also maintained a reputation for adhering to the highest accessibility standards. “In our field, the name of the game is understanding exactly how the room will be used, and that includes accessibility,” Wille proclaims. “Regardless of the project size, we want to make sure the furniture is compliant with what clients need, and that includes access to the technology itself.”
Wille reveals that the company prepares the design build by understanding how the end users will interact with the technology and furniture. For instance, the team takes into consideration if users will require ADA wheelchair accessibility. With this comes the responsibility to make sure touch panels are within the proper reach ranges; if the furniture is wheelchair-accessible from a height and depth perspective; and if videoconferencing platforms are within viewing distance.
“We don’t want to simply check the box; it’s not how we do our business — what we want is to truly enhance the overall experience of the room for our clients and end users,” Wille underscores. “Our core value lies in understanding the intent and expectations of the project and ultimately building around that.”
Without a doubt, Marshall Furniture’s unique ability to pivot and adjust according to clients’ needs has made the company a great collaborator with integrators. As Wille summarizes, “We take great pride in being a partner for integrators at every step of the way, and that has been the reason for our continued success.”
