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Dessein’s First Pop-up Concept Store

Dessein Furniture launched its new concept retail store in Melbourne last week, providing an opportunity to see and experience its latest campaign in the flesh – 10 Degrees – as Annie Reid discovers.

Dessein’s First Pop-up Concept Store


November 5th, 2014


The new store and campaign, located opposite the Victoria Market, references the moments at sunset and sunrise when the sun hovers 10 degrees over the horizon, to celebrate natural beauty and the quintessential Australian lifestyle.

“It’s at this 10-degree angle that we’re struck by the sun’s magnificent array of colours, hues and tones, and it’s at these times of the day – sunset and sunrise – when social activity comes to the fore,” Michele Chow says, Dessein Furniture’s founding director.


With the fit out by DesignOffice, the challenge was to create something temporary that spoke a lot about each piece, according to Chow.

“It’s a strong installation that makes you stop and try to figure it out,” she says. “And the whole idea of having a concept store was to take it travelling interstate,” she says.

Each item sits on a gently tiered support structure between lines of softly coloured fluorescent lighting, where the items appear to float on the horizon at sunset.



As part of the campaign are five new Australian-designed furniture items, which have been added to Dessein’s portfolio; three pieces by Adam Goodrum that extend his Parawood chairs, a three-seater café table by Justin Hutchinson to round out his Flow range, and a brand new limited edition piece by Jon Goulder, which has yet to be named.

Parawood Table & Low Stool in Natural and Parawood Table & Low Stool in Black at Market Lane Coffee Prahran

Parawood Table, Dining Chair & Low Stool in Natural at Market Lane Coffee Prahran

Parawood Table & Dining Chair in Natural at Market Lane Coffee Prahran

The store also addresses key concerns unique to the local market. Each piece has been designed using highly sustainable Parawood – or rubber tree – enabling customers to access a quality designed product at an affordable price in a responsive timeframe. It was also important to provide a fully customised range to cater for different requirements and project needs.

Parawood Low Stool in Black at NeoMetro Show Suite at 9 Smith Street Collingwood

Parawood High Stools in Natural at NeoMetro Show Suite at 9 Smith Street Collingwood

“To respond to this Dessein works closely with our manufacturers to produce our products on a short, two to six-week lead time,” Chow says. “We also work with local designers who understand the modern demands of living in Australia and respond to these in their work.”

Hutchinson is very familiar with Parawood, having researched it at length to assess its credentials to add value to the local design industry.

Easy Chair in Walnut & Leather at Rose Hotel Fitzroy

“This all started with the rubber wood, and it is a story that needs to be highlighted,” he says.

With no shortage of interest particularly during the evenings when the store’s fluorescent lighting glows, the retail installation will be in place for eight weeks until December 29.

October 24 – December 29 at 117-119 Therry Street, Melbourne

Easy Chair in Oak at NeoMetro Show Suite at 9 Smith Street Collingwood

Photography by Hadyn Cattach

Dessein Furniture

Design Office

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