What TURF Design does

TURF Design, Inc. is a US-based manufacturer of architectural acoustic solutions founded in 2016 and headquartered under the Armstrong World Industries family of brands (governing law: Pennsylvania). The company designs and produces PET (polyester) felt acoustic panels — including ceiling baffles, ceiling tiles, ceiling clouds, wall panels, and wall scapes — using material with up to 60% pre-consumer recycled content. Its product portfolio spans 82+ SKUs across ceiling, wall, and screen categories, with Noise Reduction Coefficient (NRC) ratings ranging from approximately 0.25 to 1.45 depending on product geometry and configuration. Technical differentiation rests on two patented mounting systems — FeltLock® (Patents 10508444, 11434636, 11913225) and GridLock® (Patent 12442186) — plus additional patents covering the Freeform Baffle, Voronoi pattern, Swell system, Pantheon tile, Port tile, Slab LED, Scanlines, Hex tile, and Carrara Wall designs.

TURF operates a B2B specification-driven business model. Products are sold through regional sales representatives using a quote-based, project-specific pricing model, with a 6-week installation lead time after design finalization and Fast Track options at 4+ weeks for selected products. The company offers a free Design Partner program, embedding dedicated design specialists alongside architects and interior designers from planning through specification. Distribution is supported by the Turf Design Experience Center (TDEC) showroom at THE MART in Chicago (Suite 1048) and a rep-locator plus quote/sample request infrastructure. Customers are primarily enterprise companies, cultural institutions, and educational institutions specifying acoustic treatments for open offices, branded environments, museums, and learning spaces. Customer logos include TikTok, Shedd Aquarium, Western Michigan University, University of Illinois, and the Chinese American Planning Council. The company co-develops projects with tier-1 architecture firms including Gensler, Valerio Dewalt Train, RDG Planning & Design, and M Moser, and maintains lighting-integration partnerships with Axis Lighting and USAI Lighting.

Revenue is generated through custom acoustic panel system sales on a project-by-project basis, with no public pricing disclosed. The company holds sustainability certifications including Declare Labels and HPD documentation, and products carry ASTM E-84 Class A fire ratings (with CAN/ULC-S102.2 for the Canadian market). As a wholly-owned subsidiary of Armstrong World Industries, TURF Design's strategic direction and capital allocation flow through its parent.

Name

TURF Design

Legal name

Turf Design, Inc.

Website

https://turf.design

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

TURF Design, Inc. is a US-based manufacturer of PET felt acoustic ceiling, wall, and screen solutions for commercial interiors, serving enterprise companies, cultural institutions, and educational clients through specification-driven B2B sales, patented mounting systems, and a free Design Partner program; it operates as a wholly-owned subsidiary of Armstrong World Industries.

Ownership category

akta.pro rank

Product category

Architectural Acoustics

SIC

Miscellaneous Furniture & Fixtures (2590)

akta.pro primary industry

Acoustic Gypsum Boards & Sound Control Systems (IMADAEAK)

akta.pro secondary industry

Acoustic & Soundproofing Works (IMAFANAL)

Keywords

• Acoustic ceiling panels
• Acoustic wall panels
• PET felt products
• Sound absorption systems
• Architectural acoustics

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Custom Acoustic Panel Systems: B2B sales of custom acoustic ceiling, wall, and screen solutions to architects, designers, and enterprise clients. Products are sold as custom solutions with project-specific quoting, design services, and installation. Standard lead time of 6 weeks after design finalization, with Fast Track options available in 4+ weeks for certain products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

TURF Design manufactures and sells custom acoustic solutions for commercial interiors using PET felt materials. The product range includes ceiling baffles, ceiling tiles, wall panels, screens, and texture finishes, supported by patented mounting systems (FeltLock and GridLock) that simplify installation. The company serves architects, interior designers, and enterprise clients seeking high-performance sound-absorbing interior products.

Product overview

TURF Design is a manufacturer of acoustic solutions for commercial interiors, specializing in PET felt-based acoustic baffles, ceiling tiles, and wall panels. The product portfolio includes three main categories: Ceiling Products (beam baffles, canopy systems, ceiling clouds, ceiling tiles), Wall Products (wall scapes, acoustic panels, wall tiles), and Texture Finishes (wood and stone textures). The company offers patented mounting systems (FeltLock and Gridlock) and provides products in various NRC acoustic ratings. TURF Design is a member of the Armstrong World Industries family of brands. Key ceiling products include Beam, Datum, Reveal, Ridge, Boom Stick, Torrent, Warp, Block, Arbor, Metro, Barcode, Linear, Plaid, Pantheon, Step, Port, Urban, Freeform, Plate, Fractal, Platter, Megalith, Arcade, Swell, and Grille. Key wall products include Cushion, Pillow, Point, Dart, Barcelona, Tubular, Carrara, Monolith, Groove, Reed, Wave, Peak, Acre, Slat, Linear Wall, Grille Wall, and Torrent Tile.

Differentiator

Problem solved

Functional benefit

Products and services

• Ceiling Products A category of PET felt acoustic ceiling products including baffles (Beam, Beam LED, Datum, Reveal, Ridge, Boom Stick, Torrent, Warp), tiles (Block, Arbor, Metro, Barcode, Linear, Plaid, Pantheon, Step, Port, Urban, Freeform, Plate, Fractal, Platter, Megalith, Arcade, Swell, Grille). Designed for commercial interiors to reduce reverberation while contributing sculptural or geometric aesthetics.
• Wall Products A category of PET felt acoustic wall products including Grille Wall, Cushion, Pillow, Point, Dart, Barcelona, Tubular, Carrara, Monolith, Groove, Reed, Wave, Peak, Acre, Slat, Linear Wall, and Torrent Tile. Designed for commercial interiors where wall-mounted sound absorption and visual texture are needed.
• Screens

Quantifiable outcome

• NRC ratings up to 1.45 for certain baffle configurations, indicating superior sound absorption
• +1 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature5 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• Armstrong World IndustriesflagshipOthersParent company and member of the Armstrong World Industries family of brands. TURF Design operates as a subsidiary within the Armstrong portfolio, leveraging parent company's manufacturing expertise, distribution networks, and brand recognition in the ceiling and acoustic solutions industry.
• Valerio Dewalt Train (VDT)coreStrategic or Co-development PartnerArchitectural partner on multiple projects including Shedd Aquarium. VDT partnered with TURF to customize Swell ceiling systems for complex architectural requirements, including prototyping, VR reviews, and field verification using Leica laser scanner over 6 months of collaboration.
• GenslercoreStrategic or Co-development PartnerArchitectural firm partner on multiple projects including TikTok Bellevue office and Brands in Space university projects. Gensler specified TURF acoustic systems for Western Michigan University, University of Illinois, and TikTok offices to embed brand identity into acoustic installations.
• RDG Planning & DesigncoreStrategic or Co-development PartnerArchitectural partner on Say It Loud exhibit in Nebraska. RDG worked with TURF to extend Reveal baffles and custom Tubular panels to translate bold typography and saturated color into mobile exhibit while maintaining acoustic performance.
• M MosercoreStrategic or Co-development PartnerArchitecture and design firm partner on Chinese American Planning Council Community Center project. M Moser collaborated with TURF to transform the space into an inclusive community engagement hub using Datum baffles.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 3form: 3form (now part of Hunter Douglas) makes architectural surface products including Varia acoustic panels and baffles from resin, felt and wood. Closely comparable to TURF in serving architects and designers specifying custom acoustic and decorative interior solutions.
• FilzFelt: FilzFelt (a Spinneybeck / Shaw Industries brand) specializes in wool felt acoustic wall and ceiling products for commercial interiors. Directly comparable as a design-led felt acoustic panel maker serving the architectural specification channel.
• Autex Acoustics: Autex Acoustics manufactures PET and wool acoustic panels including Composition, Vertiface, and EchoJazz, sold globally through specification channels. Directly comparable product portfolio and sustainability positioning to TURF.
• BAUX: BAUX produces wood wool and acoustic panels marketed to architects and designers for commercial interiors. Comparable as a design-forward acoustic panel brand with strong sustainability narrative and global specification presence.
• SoundPly: SoundPly (ASI Architectural) manufactures high-NRC wood and PET acoustic wall and ceiling panels. Directly comparable offering with similar specification-driven go-to-market and NRC performance claims.
• Offecct (Flokk): Offecct (now part of Flokk) is a Swedish designer of acoustic furniture, screens, and wall panels. Comparable as a design-led European acoustic product brand sold into commercial interiors globally.

Broad incumbents

• Steelcase: Steelcase is a major office furniture manufacturer whose portfolio increasingly includes acoustic panels, screens, and modular solutions. Overlaps with TURF in workplace acoustics but addresses a far broader workplace specification footprint.
• Knoll: Knoll (now part of MillerKnoll) designs and supplies office furniture, textiles, and acoustic accessories for commercial interiors. Broad incumbent offering acoustic products as part of a wider workplace portfolio.
• Focal Point: Focal Point manufactures architectural lighting integrated with acoustic baffles and ceiling systems for commercial spaces. Comparable technology overlap with TURF's lighting-integrated acoustic products (e.g., Beam LED) but broader lighting portfolio.
• Interface: Interface is a global modular flooring manufacturer with an expanding portfolio of acoustic and architectural wall products. Broad incumbent in commercial interiors with adjacent acoustic offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/turfacousticdesign
• LinkedInlinkedin.com/company/turf-design-acoustics-

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TURF Design