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Showroom design: a supporting role

Contrary to many creative endeavours, the purpose of some interior design is often to be completely unnoticeable. In hospitality venues the design needs to communicate loud and clear, but in residential settings, however, the interior must become a backdrop for the drama of life to unfold. Here’s an example by Rogerseller.

Showroom design: a supporting role


February 11th, 2016

A retail project has the challenge task of combining these two approaches. The space needs to clearly communicate the brand values, whilst still allowing the products to take centre stage. It takes a certain level of restraint and nuanced understanding to honour this requirement and for Rogerseller’s new Sydney showroom, McCartney Design (MCD) were called in for the job.

With an impressive resume, MCD clearly has the ability to respond to complex briefs with sophistication – luckily, as Rogerseller’s needs were manifold. The new showroom aimed to confirm Rogerseller as a market leader in Sydney (which they are already known as in Melbourne), and “surpass customer expectations and experiences in the sector,” says Creative Director Gary McCartney. Through spending time with key stakeholders, asking the right questions and sensitively listening, MCD was able to form a thorough understanding of the client and their needs.


Rogerseller’s design philosophy, ‘Minimal and restrained, with a quiet confidence’, was taken as a key driver in the look and feel of the new showroom. “It was very clear to us that in the showroom the product itself should be the hero, not the design of the space,” Gary says. Reining in the need to create a flashy ‘statement’ showroom, MCD avoided any use of distinctive or trendy materials  or design elements (outside of the display areas) and let the product do the talking.

With internet research becoming the standard mode of operation, attracting time-poor architects and designers into the physical showroom was another element of the brief. “Our goal is to inspire both [design professionals and their clients] by focusing on the products,” shares Gary. “Design professionals will appreciate the use of lighting, beautiful classic materials and details. And appealing to the clients, the design of the showroom is very open, with great sight lines and flow of space, which are the hallmarks of contemporary Sydney domestic architecture.”


MCD recognised that the ambiance, as well as the functionality of the space, will be key to the showroom’s success. “The atmosphere is informal. There is no reception desk, and staff will interact with customers where the customers are most comfortable – next to the products, ” explains Gary. “Low-key work desks are there for customers and staff to interact more formally, but are tucked away out of major sight lines. Visitors are encouraged to make themselves at home, and should feel comfortable wandering through the space.” Adding to this comfortable style of engagement, varying ceiling levels help casually delineate different areas, while still encouraging connection.

A sympathetic colour scheme was selected to coordinate with Rogerseller’s  Valcucine and Lima ranges, (this last which is shown for the first time in Australia), the display creating the ‘entire home’ offering of the brand. “Each colour in the space was selected to create a calming and inviting ambience,” while the lighting – in terms of intensity and colour temperature – also played a big part to set the right mood.


The collaboration between MCD and Rogerseller has resulted in an appealing, serene showroom in which to engage casually, in a beautiful atmosphere amongst world-class products for living. Time will tell if the space will be everything that they dreamed of. But to be sure, with product playing the starring role, the best supporting act goes to… Rogerseller’s showroom.


McCartney Design

Tiles throughout from Academy Tiles
Photography by Steve Back

 rogerseller indesignlive

rogerseller indesignlive


rogerseller indesignlive

rogerseller indesignlive

rogerseller indesignlive


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