Form + Finish

J+J Flooring Group 2017 Neocon Showroom

For more than a century, a small studio in Detroit has made clay into ceramic. With careful hands and lightest touch, Pewabic pottery is shaped, thrown and fired. Changing, and then changing again.

But it’s the finish that defines the work: an iconic, iridescent glaze that infuses every piece with striking movement and beautiful fluidity, perfect in its imperfections.

Earlier this year, J+J’s design team traveled to the studio, where they became part of the process. Intrigued and inspired, they returned home, asking, can a finish become the start of something new?

Guided by inspiration from lead designer Ginger Gilbert of J+J, Widgets & Stone designed the Neocon showroom to feel like a traditional pottery studio. Potter’s marks, aprons, subtle textures and glazes, framed windows, simple tables and stools help set the stage as the flooring designs come to the forefront in the interior design.

Creative Direction: Mandy Lamb; Design: Brad Dicharry, Mandy Lamb, Travis Hitchcock, Paul Rustand, Mark Slawson, Liz Tapp, Virginia Brooks; Writing: Keely Hungate, Adam Haskew.