Doc: Rock and Knoll
Every year Ultron, the contract arm of the Solutia nylon division, gives out a series of Doc Awards to architectural firms and product manufacturers as a means to recognize outstanding achievement in contract design. The Doc Competition has become one of the architecture and design community’s premier benchmarks of success, attained by only the top professionals. The competition honors superior achievement in contract architectural and interior design projects. In addition to honoring project design, the competition also honors carpet mills for outstanding achievement in product design.
The Doc Awards are key to the ongoing efforts to increase relevance to the people who specify fiber usage in new projects. These prestigious awards garner good P.R., a beautiful trophy and the winners are touted in a series of national trade advertisements as well as getting a trip to New York City. While in the city, they are also invited, as guests of Ultron, to the Interior Design Hall of Fame Banquest held in the Waldorf Astoria.
During the visit to New York City, the award winning teams are shot for a series of Ads that run throughout the year in trade publications. For this purpose, Knoll graciously donated the use of their showroom space in the Chelsea district of Manhattan.
The strategy behind these ads is to create a desire to participate in the field by appealing to the individuals who specify and will be recognized. In this setting, seated on icons of modern design, it is easy to make the architects look like the rock stars they are in their industry, highlighting the winning projects and the minds behind them. Rock and Knoll.
