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Retail is not just about the sell

Retail is no longer just about purchasing, it’s about experiencing product. We take a look at Domo’s pop-up showcase in Collingwood, Melbourne, where Hecker Guthrie has curated a unique Ligne Roset experience. Alice Blackwood reports.

Retail is not just about the sell


September 23rd, 2014

Hecker Guthrie DOMO - Indesign Live

The French furniture brand, Ligne Roset, is surely the embodiment of excellent taste and sophisticated style, topped with an elegant twist. Ligne Roset’s Australian distributor, Domo, knows just how beautiful and versatile the brand is, and wanted to share some of that story with Melbourne’s local architecture and design community.

Domo has staged a temporary pop-up exhibition, entitled Living It Large In Small Spaces – a fresh look at apartment living with one of the design world’s best loved brands.

Hecker Guthrie DOMO - Indesign Live

Taking the products beyond the everyday showroom environment, Domo has teamed up with design studio Hecker Guthrie to hand-pick a selection of Ligne Roset products to be showcased across a series of themed spaces: eat, live, sleep, work and outdoor.

That Hecker Guthrie “trademark design flair” can be felt throughout the space, which tackles the realities of apartment living with French finesse.

“We’ve seen a shift in people’s lifestyle and living requirements and we recognise the need to provide pieces that cater for apartment living,” notes DOMO founder, Frank Novembre.

“Linge Roset can often cut through cultural boundaries and break down traditional models of furnishing spaces [and] we’re excited to see Hecker Guthrie’s interpretation of the brand for the Australian apartment market,” says Novembre.

Hecker Guthrie DOMO - Indesign Live

Located at Allpress in Collingwood, Melbourne, Hecker Guthrie has created 5 distinct spaces within the café and roasting house’s upstairs warehouse – an encouragement to viewers to re-think the way they inhabit domestic space.

“We often say that ‘luxury’ is about the absence of problems, rather than the addition of flashy features and this is the approach that needs to be adopted by people living in apartments,” says Hecker Guthrie director Hamish Guthrie.

It’s a pop-up product and spatial experience that takes you away from the traditional purchasing environment of the showroom and gets you thinking about how a brand and its products might exist in real life situations.

Living It Large In Small Spaces was showing at Allpress, Collingwood (80 Rupert Street, Collingwood) until Friday 19 September.

Hecker Guthrie DOMO - Indesign Live


Hecker Guthrie

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