Design authenticity and innovation are paramount to a high-quality interior project. GH Commercial collaborates with designers on custom projects, with a standout example being its recent partnership with PayPal Melbourne Fashion Festival. This project showcases the transformative impact of custom flooring in design. As an official partner for the third consecutive year, GH Commercial has once again brought its expertise in tailored flooring solutions to the festival, reinforcing how materiality can enhance brand storytelling and immersive design experiences.

This year, the collaboration sees GH Commercial contribute to two major festival elements: the runway carpet and the media wall. These bespoke flooring designs serve as striking examples of how customisation can extend beyond aesthetics to create memorable, site-specific experiences.

From 22 February to 8 March, Melbourne’s premier fashion event is not just a showcase of sartorial excellence but also a stage for innovative interior solutions that blend sustainability, culture and design intent.

Customisation as a storytelling tool

At the heart of GH Commercial’s custom flooring capabilities is the ability to tailor designs that align seamlessly with the identity and purpose of a space. PayPal Melbourne Fashion Festival media wall, designed using GH Commercial’s Designer Jet® technology, serves as a bold visual statement upon entry, setting the tone for a festival that celebrates creativity in all its forms. This level of customisation allows brands and designers to articulate their vision through material choices, ensuring that every surface contributes to the broader narrative of a space.

The runway itself is another testament to the impact of thoughtful flooring design. A key highlight of the festival is the Back in Blak runway, curated by First Nation’s collective Mob in Fashion. GH Commercial’s collaboration on this project brings together cutting-edge carpet technology and First Nations artistry, resulting in a bespoke flooring piece that honours heritage while embracing contemporary expression. This intersection of cultural storytelling and technical expertise underscores the role of flooring as more than just a functional element – it becomes part of the experience.

The festival is committed to reducing waste as much as possible and has a commitment to recycling. It’s a philosophy that was seen at 2024 PayPal Melbourne Fashion Festival, where the carpet was donated through Bright Sparqe, a not-for-profit that connects businesses with surplus goods to charities in need.

Longevity, sustainability and intentional design

In an industry often driven by seasonal trends, GH Commercial champions a more sustainable and intentional approach to design. The Corsica Oak engineered timber flooring featured on the Premium Runway has been used across multiple festival iterations, demonstrating a commitment to reducing material waste while maintaining design integrity. This conscious reuse of materials reflects a shift away from trend-driven, disposable design, encouraging a more thoughtful engagement with materials that endure beyond a single event.

This philosophy aligns with broader industry conversations around sustainability in commercial design. As specifiers, architects and designers consider the impact of their choices, the ability to create custom flooring solutions that prioritise longevity and relevance is becoming increasingly valuable. GH Commercial’s approach ensures that customisation does not equate to excess but rather to purposeful, site-responsive design.

A case for custom flooring in commercial spaces

While high-profile collaborations like PayPal Melbourne Fashion Festival demonstrate the potential of custom flooring in experiential design, the same principles apply across commercial interiors. Whether in hospitality, workplace environments, or retail spaces, the ability to design flooring that aligns with a project’s unique vision and functional requirements is an asset. GH Commercial’s investment in flexible manufacturing and digital technology, such as Designer Jet®, allows for small-run customisation, making tailored solutions more accessible and commercially viable.

By embracing customisation as a means of storytelling, brands and designers can craft spaces that leave a lasting impression – on both the industry and the people who experience them.

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