The new showroom has been designed by Cera Stribley as well as featuring custom joinery designed by Fiona Lynch. With phase two due to be completed later in the year, the total floorspace will be 2400 square metres.

As Winning Group CEO John Winning notes, an immersive experience is core to the design and retail vision. “As a century-old business, we have continued to innovate multi-sensory shopping experiences for our customers. We are now delighted to offer customers our unrivalled customer experience to include everything for the home, with leading appliances, furniture, lighting, textiles, homewares and bathware retailers Winnings Appliances, Spence & Lyda and Rogerseller.

“Phase one of our Showroom, demonstrates our commitment to the customer experience and to achieve our mission to create the best shopping experience in the world.”

The customer’s visit to the showroom is all about engaging different senses. In the culinary theatre, for example, freshly baked goods are prepared there and then using the latest technologies – ready to be tasted and smelled in the store. The shower lab similarly provides a space for actually testing products, allowing visitors to touch and use shower heads and try out water pressure options. It’s all part of an experience that puts demonstration front and centre.

Related: When De La Espada came to town

“One of the reasons we love working with Winnings is their commitment to the customer experience,” says Jessica Coulter, head of interior design at Cera Stribley. “The Winnings approach is less transactional and more experiential, and this is where the culinary theatre and coffee bar come into play.

“Just as every kitchen is the heart of the home, we like to think of the culinary theatre as the beating heart of the showroom. The form disrupts the rectilinear layout of the store, with the brand tenancies orbiting around it. This is a space to gather, to be entertained, to learn and to hero some of the key products within the store.”

There is not shortage to the brands on show either – they include Sub-Zero & Wolf, V-ZUG, De La Espada, Catalano, Falper, Fantini, Gaggenau, Missoni, Smeg and Miele. They are all set amongst a wider design that seeks to capture the feel of a contemporary home in order to set up an appropriate context for the various offerings.

Harry Boileau, Winnings general manager, provides the final word with an exciting nod to the future: “We are incredibly proud to launch the first phase and we look forward to welcoming the design community and their clients into our showroom. Phase two will continue to provide inspiration for the home with more world-leading and exclusive brands, including the pinnacle of luxury range cookers and alfresco appliances and furniture, a home cinema room, a collaboration room which can be used by architects and designers for their clients, home automation settings for living, dining and bathroom, and three distinct lifestyle kitchens and bathrooms.”

Winnnings
winnings.com.au

Cera Stribley
c-s.com.au

Photography
Courtesy of Winnings

We think you might also like this story on MDF Italia and Bachli.