One of Australia’s oldest and most trusted furniture brands is launching a new brand identity that puts people first.

Established after the Second World War, Innerspace has been a trusted name in the architecture and design community for more than 70 years. Starting out in antique reproduction furniture, Innerspace evolved to become a premium design furniture specialising in high quality, well-designed products suitable for residential and commercial environments.

Innerspace has launched a new brand identity and logo reflecting the company’s role in the evolving national landscape of the furniture industry.

The new logo shows the two sides of Innerspace. ‘Inner’ in bold, represents the company’s timeless foundation, and ‘space’ in light, to articulate the spaces in between, the moments to be captured and the possibilities to explore.

This rebrand is not the first time in its history that Innerspace has responded to emerging trends and and styles within the changing design landscape. The company began life in Western Australia as W.H. and R. Hawkins Furniture Manufacturers in 1950. Soon thereafter they changed their name to Modern Furnishings in 1966 to better represent the new styles and furniture designs of the time.

As the demand for specialised office furniture grew, the name and direction of the business was changed to Modern Office Interiors to better support the needs of the growing market. Fast forward to 1991 and the introduction of the name ‘Innerspace’ coincided with the brand’s expansion into Singapore – a move into a young and untested market that highlighted the company’s entrepreneurial spirit and passion for innovation.

Since its inception, Innerspace’s dedication to innovation and service has seen the company grow and thrive. Bringing together world-leading brands and designers, the company offers solutions that convey a unique design and sophistication with the ability to customise them to ensure they are entirely compatible with the environment they are delivered into.

With the global pandemic shaking up how business is conducted, Innerspace has once again taken stock of how they shape the world around us. Through consulting with staff, designers and end-users, Innerspace sought to re-evaluate what people thought of the brand, their service and their product offering. After this extensive process, they confirmed what they had already suspected – Innerspace are more than just furniture suppliers, they are in the people business.

Under its new brand identity, Innerspace is reminding us that people represent the product, and their people is one of their most important products. This guiding philosophy is overlaid with extensive knowledge and expertise in furniture solutions that create environments, experiences and spaces for people, and a desire to increase people’s happiness and improve their health and wellbeing. 

The rebrand also serves to promote the company’s core values – collaboration to create, inspiring through innovation and a passion to perform – which have made Innerspace the supplier of choice for free thinkers, brave designers, careful planners, expressive creatives and collaborative clients alike.

From its humble beginnings to its current place as a giant in the Australian design landscape, Innerspace is a company that is on the move. While they may look a little different from now, we should rest assured they have not forgotten how they got here.

Innerspace has custom-built showroom facilities right in the heart of the Perth CBD and in Marrickville, Sydney. Their extensive furniture range includes products suitable for commercial, residential, educational, hospitality, and healthcare spaces.

Innerspace

innerspacewa.com.au/