DALLAS, TX — The Dallas Market Center awarded the WAC Group Showroom the Best Visual Presentation Award in the Trade Mart. The recent renovation of the WAC showroom included merging the new Schonbek showroom and the Modern Forms showroom above to highlight the launch of WAC Group and celebrate its 40th anniversary.
The WAC visual merchandising team pushed the boundaries of traditional lighting displays. Inspired by curvature, cubism, and modern architectural elements, they envisioned a space that feels like walking through a three-dimensional painting. Geometric forms and dynamic lines break up the showroom, seamlessly blending its diverse brands into immersive vignettes.
A Journey Through Light
Each section highlights lighting in a unique setting— residential, commercial, and hospitality— allowing customers to experience how fixtures interact with various textures, materials, and colors. Bold hues and unexpected surface treatments add depth and vibrancy, transforming the fixtures from functional elements into sculptural centerpieces.
The goal was to create an inspiring environment where clients see lighting not as an addition to a space but as an integral part of its artistic expression. The new space showcases how light transforms its surroundings, turning each area into a work of art. This showroom redefines the experience—not just as a place to view lighting but as a space where design and innovation come to life under one WAC flagship brand.
Designing a showroom that integrates multiple lighting styles is a creative, exciting challenge. Each brand has its own identity, yet together, they create a cohesive narrative, flowing seamlessly as customers move through the space.
WAC: The Intersection of Technology and Light
Known for its innovative approach to lighting, WAC needed a space that felt cutting-edge. Smart controls, tunable white lighting, and architectural fixtures take center stage. Recessed and track lighting create a clean, modern aesthetic, while an interactive WAC Home display allows visitors to experience the power of intelligent lighting firsthand. The focus here isn’t just on the fixtures—it’s on the intelligence behind them: dimming capabilities, tunable color temperatures, and adaptive lighting that shifts based on mood or time of day.
WAC Landscape: A Lush Outdoor Escape
Transitioning into WAC Landscape, the showroom embraces a lush, nature-inspired setting where visitors are immersed in various landscape lighting techniques. Path lights gently guide the way, grazing lights enhance textured walls, and uplighting creates dramatic silhouettes of trees and plants. Playing with shadow and contrast in this space, silhouettes of key elements allow others to glow with warmth. The goal is to transport visitors into an outdoor oasis where they can see firsthand how lighting transforms an exterior environment.
Schonbek: A World of Timeless Crystal Elegance
Schonbek brings a completely different energy— one of luxury and craftsmanship. High archways lead visitors through a world of exquisite custom crystal chandeliers. Pin spots accentuate the sparkle of each piece, while crisp white surfaces amplify their shimmer. The chandeliers are the undeniable stars of the show, so patterns and textures were minimal, using a clean, neutral backdrop to let the crystal brilliance shine.
A special showcase was created for a favorite Schonbek collection: Secret Garden. This enchanting, floral-inspired collection frames an outdoor tablescape, where layered shades of green create a whimsical, fairytale-like ambiance. The organic elegance of the fixtures blends seamlessly with the natural surroundings, transforming the space into a dreamlike outdoor dining retreat.
Schonbek Beyond: A Modern Cubist Vision
Beyond transforms the showroom into a modern, cubist-inspired space highlighting contemporary decorative fixtures. Clean lines and geometric compositions create a gallery-like atmosphere, where each lighting piece feels like a sculptural installation. Floating 3D cloud forms hover overhead while clusters of varying heights protrude from the floor, sandwiching and highlighting the fixtures between them. This interplay of forms and light adds depth, making the space feel both immersive and avant-garde.
The new Schonbek outdoor regal sconces take center stage on a lush greenery wall, blending elegance with nature in a way that feels both fresh and refined. The juxtaposition of structured, timeless fixtures against organic greenery introduces an unexpected yet harmonious contrast.
Schonbek Forever: A Symphony of Light and Motion
In the Schonbek Forever area, abstract rope walls create a sense of movement and fluidity, echoing the intricate rope details in the crystal down-lit mini pendants. The rope catches the illumination from above and translates it to the large, suspended crystal pieces below. Accent lighting enhances the sculptural quality of the pendants, while subtle washes of light ensure the crystal elements remain the focal point. The sconces cast dramatic shadow patterns against deep black walls, adding yet another layer of visual intrigue.
DweLED by WAC: A Refined Modern Aesthetic
The DweLED area was upgraded, incorporating a variety of new textures to highlight the exciting new decorative lighting introductions. This refresh brings depth and dimension to the space, ensuring that each fixture is showcased in a way that enhances its form and function. The vast display of chandeliers, pendants, wall sconces and vanity lights complements modern interiors with a refined, architectural look.
WAC Limited: An Expanded Showcase
Additionally, the WAC Limited® brand received a complete facelift, expanding into a larger space to showcase the latest designs better. One of the standout features is the central focal point—a stunning arrangement of mini rechargeable outdoor table lights displayed on pedestals of varying heights. This composition draws attention to these sleek, versatile fixtures while also creating a sculptural element within the room, emphasizing the artistry of lighting in everyday spaces.
Modern Forms: The Crowning Touch
A new addition to the space is a staircase that brings you up to another highly acclaimed brand, Modern Forms. Initially, you are engaged with the latest Modern Forms all-LED Luminaires, featuring the finest materials and an upscale, contemporary aesthetic. As you walk to the rear of the space, you will find an extensive assortment of Modern Forms Smart Fans, all rated for indoor/outdoor use with quiet DC motors and intelligent controls.
More Than a Showroom—An Experience
The WAC Group showroom isn’t just a place to display lighting— it’s an immersive journey. Each brand has its own distinct identity, yet together they create a multi-sensory experience that explores technology, luxury, nature, and artistry. The layers of light don’t just illuminate the space; they tell a story, guiding visitors through a world where light is more than function— it’s emotion, atmosphere, and innovation.
Tagged with Dallas Market Center, lighting, WAC lighting