Henricksen, a leading national furniture dealership, recently rebranded its Washington, D.C. location, formerly known as COFCO, to align with its national identity. Alongside the rebrand, they also opened a multifunctional Experience Center, designed to be a community hub for networking, collaboration, education, and showcasing innovative workspaces.

Their prior showroom space did not provide an ideal environment for clients or employees. It needed to evolve into a dynamic, inviting space that reflected modern work trends and engaged visitors more meaningfully.

“A shift in client expectations and market demands has really heightened the need for a space that could serve not only as a display for furniture but also as a community-driven experience center for learning, networking, and collaboration,” said Joan Waters, General Manager, Henricksen Washington, D.C.

The Henricksen team focused on creating a space that emphasizes function over form. While the updated Experience Center showcases various Henricksen product lines, the primary focus is on fostering a community-centered environment. The space is designed to showcase a variety of work environments, from traditional workstations to flexible, collaborative spaces, helping clients visualize modern office configurations that encourage productivity and collaboration.

When we moved to the new Experience Center, we were branded as Henricksen, but we remained the same team. "Through the design of the space, we aimed to showcase how well we knew and understood the DC market," said Kelly Hogan, Vice President of Operations, Henricksen, Washington, DC.

To further support a community-centered environment, the Experience Center was designed around iconic Washington, D.C. locations, representing different working styles. For example, the formal conference room is designated the “Library of Congress” and features rich wood, soft luggage leather, a bust of Washington, and gold frames of the United States presidents and the CEO of Henricksen. In contrast, the all-day café is designated “Union Market” and features industrial lighting and bench seating to reflect the atmosphere of Union Market itself.

The new Experience Center is more than just a showroom—it’s positioned as a workhorse space for the community. The Henricksen team emphasized creating a space to host various events, from continuing education units (CEUs) and lunch-and-learn sessions to happy hours and nonprofit board meetings. This approach allows for deeper engagement with both internal teams and external clients, providing a platform for learning, ideating, and networking.

“It’s a space for gathering, creating, and learning” said Waters, “helping people understand how to build environments that draw employees back to the workplace”

The rebrand from COFCO to Henricksen also allows the Washington, D.C. team to benefit from Henricksen’s national footprint. By integrating into a larger brand, the team can better support clients with multi-location needs, offering a seamless experience across regions.
This is particularly valuable for clients ranging from local nonprofits seeking cost-effective solutions to large corporations with offices located across the country.

“The brand’s size and scale ensure we can handle projects of any scope,” said Joanna Verdi, Vice President of Sales in Washington, D.C.

The new space has already generated excitement internally, with plans to host numerous industry tours, community service events, and educational opportunities. By creating a versatile and welcoming environment, Henricksen is showcasing its product offerings, cultivating relationships, and building a sense of community within the local market.