In 2013, Alfred Williams & Company (AWC) established its Raleigh showroom as a neutral canvas for showcasing Herman Miller’s iconic furniture. A decade later, with the integration of MillerKnoll and a renewed vision for the future, AWC embarked on a transformative redesign—reimagining its headquarters and studio as a destination that inspires, connects, and celebrates both clients and employees.

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AWC’s goal was to evolve from a traditional showroom into a hospitality-driven studio experience. The new space needed to do more than display products; it had to tell a story, guide visitors through a curated journey, and reflect the brand’s commitment to innovation, flexibility, and community.

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The design team was challenged to create a dynamic environment within a compact 7,500 sq ft footprint and a historic building, requiring thoughtful spatial planning and multifunctional solutions.

Partnering with their design team, AWC crafted a studio that merges form and function—where every architectural detail, furniture piece, artwork, and accessory contributes to a cohesive and inspiring experience. The result is a vibrant, flexible space that supports collaboration, showcases AWC’s extensive product line, and reenergizes its team.

Founded in 1867, AWC is one of Raleigh’s longest-standing businesses, deeply rooted in the local community. This redesign honors that legacy while embracing the future of workplace design. It’s a space that not only reflects AWC’s brand values but also redefines how clients and community partners engage with its offerings—transforming the studio into a living example of the environments AWC helps others create.