Parker Pen Company, renowned for their quality writing instruments, needed a radical proposal to solve the problem of displaying high value pens in quantity while not harming the pens' upmarket image. Parker approached Goodwin to produce a merchandising floorcase that would do the job.

Goodwin's visually strong and technically innovative floorcase uses a patented tile concept to differentiate between brands and sub-brands. It also gives easy access to the pens while providing the retailer with ample storage space. New lighting enables customers to see the pens better and appreciate the subtleties of the various pen finishes.