Two years after winning the 2017 Prodigy People’s Choice Award, 2019 INDE Awards Ambassador and co-founder of ACME & Co Vince Alafaci discusses the business of commercial design.
If you’ve hit Sydney’s food and drink scene within the past few years, chances are you’ve stepped into a space designed by ACME & Co. From bars to brunch spots, architect Vince Alafaci and interior designer Caroline Choker, the duo behind the six-year-old studio, have imbued Sydney’s hospitality sector with a much-needed dose of cool.
“Our focus is within the commercial and hospitality realm, with an intention to change the way patrons feel and engage within spaces,” Alafaci explains, “Fundamentally, curating their sensory experiences.” This intention underpins every ACME & Co project and is manifest in thoughtful design choices that surprise and delight. No two spaces are alike: whether you’re enjoying a sun-drenched brunch at The Grounds of Alexandria, basking in the fresh, dewy air at Flower Child, or slipping into a speakeasy daydream at Charlie Parkers, Alafaci and Choker’s evocative environments are rife with design details and idiosyncrasies that create a strong sense of place.
Carefully balanced – often muted – colour palettes, a restrained material selection, and a focus on craftsmanship are common threads throughout ACME & Co’s portfolio, though the team never resorts to a signature ‘look’. “For us it’s all about the psychology of a space and delivering a spatial personality that connects the patron to the client’s brand and offering,” Alafaci says, adding that the team visits each project after completion to observe how patrons and staff engage with the space.
This strong focus on creating connections and communicating brand intentions reflects both ACME & Co’s experience-driven design approach and their uncanny commercial acumen. “ACME is continually evolving and trying to push boundaries to create memorable spaces and places,” says Alafaci, “[Our intent is] to create holistic design solutions which seamlessly integrate with our client’s vision, commercial objectives, brand language, and – of course – the offering.”
The studio’s fluent translation of commercial objectives into immersive design sets them apart from their peers, enabling them to create engaging spaces that convey brand identities without sacrificing the user experience and design integrity. It’s also one of the characteristics that has won them numerous industry accolades, including The Prodigy People’s Choice trophy at the 2017 INDE Awards. Returning to the 2019 INDE Awards as an official ambassador, Alafaci describes the win as “a massive part of ACME’s journey” and reiterates the importance of the program within the Asia Pacific design industry. “It’s an acknowledgement of hard work and an opportunity to celebrate characteristics including authenticity, dedication, flexibility, passion, perseverance, experience, and knowledge,” he says.
In the two years since the duo’s win, ACME & Co have lived up to the Prodigy moniker, raising the bar for Australian hospitality design and inspiring others to follow their lead. Asked what’s next, Alafaci is coy. “ACME is currently collaborating on some exciting projects with inspiring clients,” he says, “The results should be real game changers.” One thing’s certain: if the studio’s past work is any indication, whatever comes next is sure to push the boundaries of hospitality design even further – and we’ll raise a glass to that.
INDESIGN is on instagram
Follow @indesignlive
A searchable and comprehensive guide for specifying leading products and their suppliers
Keep up to date with the latest and greatest from our industry BFF's!
For a closer look behind the creative process, watch this video interview with Sebastian Nash, where he explores the making of King Living’s textile range – from fibre choices to design intent.
At the Munarra Centre for Regional Excellence on Yorta Yorta Country in Victoria, ARM Architecture and Milliken use PrintWorks™ technology to translate First Nations narratives into a layered, community-led floorscape.
From the spark of an idea on the page to the launch of new pieces in a showroom is a journey every aspiring industrial and furnishing designer imagines making.
In an industry where design intent is often diluted by value management and procurement pressures, Klaro Industrial Design positions manufacturing as a creative ally – allowing commercial interior designers to deliver unique pieces aligned to the project’s original vision.
J.AR OFFICE’s Norté in Mermaid Beach wins Best Restaurant Design 2025 for its moody, modernist take on coastal dining.
Designed by RADS, the space redefines the lobby not as a point of passage, but as a destination in itself: a lobby bar, a café, and a small urban hinge-point that shapes and enhances the daily rituals of those who move through it.
The internet never sleeps! Here's the stuff you might have missed
Now cooking and entertaining from his minimalist home kitchen designed around Gaggenau’s refined performance, Chef Wu brings professional craft into a calm and well-composed setting.
Unveiled at Barangaroo South, Indonesian–Australian artist Jumaadi’s first permanent public artwork layers sculpture, sound and shadow to reimagine how art is encountered in the city.
The Simple Living Passage marks the final project in the Simple World series by Jenchieh Hung + Kulthida Songkittipakdee of HAS design and research, transforming a retail walkway in Hefei into a reflective public space shaped by timber and movement.