A lot has changed since Saturday Indesign first began connecting showrooms across Australian cities. The design industry has become more digital, with product launches moving online and social media transforming how brands communicate. Yet more than two decades later, Saturday Indesign remains one of the few events that continues to bring large parts of the design community together in person.

Since 2003, more than 750 brands have opened their doors as part of Saturday Indesign. Architects, designers, specifiers, manufacturers and emerging practitioners move through the city, discovering new products, meeting new people and engaging directly with the places where design businesses actually operate.

For Peter Quintal-Norris, Director of Ownworld, that physical connection remains central to the event’s appeal.

“In this digital era SID remains Australia’s foremost industry in-person showroom event promoting connectivity to build meaningful relationships, fostering design dialogue and debate, and the unique physical experience of what’s new.”

The showroom format continues to resonate with exhibitors. Rather than building temporary stands for a weekend, participants invite the industry into their own spaces and cultures.

Related: Four things we learned as Saturday Indesign evolves

“Saturday Indesign is always such a great day out — full of energy, inspiration and connection,” says Tegan Schwarz, General Manager Marketing at Tongue & Groove. “It’s an incredible platform for brands, with clients stepping into your showroom to experience new product launches, meet your team and get to know your brand. A rare chance to connect, educate and leave a lasting impression.”

For some businesses, Saturday Indesign has been part of their story from the beginning. Richard Munao, Founder and CEO of Cult, remembers the role the event played in the company’s early years.

“Saturday Indesign was 28 years ago the way we launched our business. 28 years later it is still the event that gives new businesses and mature businesses a fantastic opportunity to share news and open their doors to the design community.”

Munao also points to the longevity of the showroom model itself, describing it as a more sustainable approach to industry engagement than many traditional exhibition formats.

That ability to bring people into showrooms remains valuable even for brands that find it difficult to attract large audiences through standalone events.

“Saturday Indesign offered a fantastic opportunity to overcome this by bringing our brand directly to the right audience, while aligning us alongside major industry players,” says Alona Klaro, Creative Director of Klaro. “The festival-like atmosphere allowed us to form genuine connections with new specifiers, laying the groundwork for long-term relationships.”

For Deborah de Jong from Caroma, the quality of those interactions is what distinguishes the event.

“The atmosphere was electric and the quality of engagement far surpassed typical trade events,” she says. “What sets Saturday Indesign apart is its ability to elevate brand visibility while fostering authentic conversations.”

Architects and designers often speak about the event differently again. While products remain important, the experience is equally about discovery, learning and community.

“Saturday Indesign is such a fun day filled with creative adventure between showrooms whilst gaining invaluable industry knowledge,” says Charlotte Wilson of SJB.

Richard Francis-Jones of fjcstudio describes it as “an inspiring and stimulating interweave of Australian design culture; a brilliant artistic exchange open to everyone.”

Similarly, Brooke Lloyd of COX Architecture sees the event as an important fixture within the broader industry landscape.

“Saturday Indesign is a vital part of Australia’s design community. I look forward to it every year. Timothy and the team have a nose for emerging talent and expertly balance their coverage of established brands with fresh designers.”

Those references to emerging talent appear repeatedly. As the event continues to evolve, the focus is increasingly on process, participation and creating opportunities for the next generation of designers to engage directly with manufacturers, suppliers and established practices.

That emphasis on community may ultimately explain why Saturday Indesign continues to endure. While the industry changes around it, the event still offers something difficult to replicate online: a chance to move through the city, step inside showrooms, meet people face-to-face and become part of the ongoing conversation that shapes Australian design.

Saturday Indesign returns to Sydney on the 12th September 2026.

Saturday Indesign
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