Purpose In the construction industry, building facade systems are gaining significance as reflected in the number of facade product innovations available on the market. While research studies on the adoption of these facade product innovations are comparatively limited in number. An awareness of the advantages and impacts that a product innovation brings is critical in its adoption, and therefore the purpose of this paper is to develop a classification framework for the use of producers/vendors present the advantages and impacts of their innovative facade products to the architects. Design/methodology/approach The study, in addition to literature review, consisted of four main steps without distinct boundaries, namely, (1) case study sample selection regarding facade products, (2) data collection through review of published documents, analysis of the data via content analysis and generation of a preliminary framework for the evaluation of facade product innovations, (3) further data collection through semi-structured interviews and analysis of the products and (4) redefining innovation types and finalizing classification framework through assessment of new facade products. Findings Innovation types may vary according to the product groups under investigation and viewpoints of the classifications. Selected facade products were evaluated in terms of their specific characteristics through identified viewpoints: as a physical object and as an agent. It was revealed that assessing a product innovation in terms of changes in its structural composition and impact on other related physical objects/processes can change the type of innovation. Additionally, insights about improved characteristics specific to facade products, forms of change in these products and architects' new actions in the facade design process were obtained. Research limitations/implications Only the products stated by the producers/vendors as being new to the Turkish market at the time they were introduced were evaluated in terms of all aspects proposed in the framework. For these products and others that were evaluated, the product data obtained from the producers/vendors have been deemed to be accurate. Research on equivalent products in the market has not been conducted. Originality/value Studies identifying innovation types in the facade industry are very rare. The proposed framework can be regarded as a detailed investigation of product innovation types in the facade industry which offers component-system level improvement/change analysis. Moreover, it can be an effective tool for producers/vendors to ensure that architects have knowledge about their innovative products and their impacts on facade design and also to facilitate the adoption of these products.