A professional resource for the design curious

Get the latest design news direct to your inbox!

SiD 2011: Alexandria

Alexandria’s tagline this year was ‘the design destination with character’, and it certainly delivered on this front, as Ola Bednarczuk found out.

SiD 2011: Alexandria


August 24th, 2011

Alexandria had a lot of cool stuff going on this year at SiD, starting with their fun Studio Job-inspired Alex Andria branding.

Coco Republic Design Centre, with its newly-launched commercial division, was the ’gateway’ to the area for those travelling from the other precincts.



Cadry’s had their new rugs on show, and they looked great in the dimly-lit entrance to the space – especially as teepees for The Project installation! Big River announced Alex Fitzpatrick as winner of their Timber to Tokyo competition (more on this later).



The kitchen is the heart of the home, and the Smeg Café – decked out with the new Marc Newson-designed appliance range – was the perfect place for visitors to congregate. Wood-fired pizzas from Hugo’s and champagne from Veuve Clicquot kept everyone full and bubbly.




If there was a prize for the best way to draw a crowd to your showroom, it would go to Yazz, who put a provocative twist on the day with 2 live lingerie catwalk shows!




Australian Workstation Manufacturers (AWM) celebrated the launch of their new showroom, and invited visitors into their factory for a behind-the-scenes look at what they’re all about.



Luxxbox and Interstudio made the most of the gorgeous sunny day with an al fresco pop-up bar for people to chill out to and listen to some tunes. The frantic Flux challenge, which called for visitors to assemble a Flux chair as fast as they could, was a fun way to break up the day.






Down the street, Baxter Shop’s new showroom was a vintage paradise, complete with a gorgeous European vintage car display.





Burgtec, Abet Laminati and CSM Filing & Storage Solutions continued the vintage vibe with a showroom that oozed 1960s Mad Men-era style.





Cosh Living embraced the sunshine with a BBQ in their featured outdoor room, designed by 2010 Chelsea Flower Show Gold Medallist Scott Wynd.



Tables Chairs & Workstations (TCW) showed off new products and hosted designers Brian Steendÿk and Alex Ritchie.


Gelosa had new stuff from Futura Italia and Gelosa Arredocucine on display, while their showroom-mates New Age Veneers celebrated their Naveco range, wall panelling made from recycled products from the furniture and food industries.


The Tsar showroom was a haven of bright colours and intricate patterns and textures, with their new Winter 2011 collection inspired by everything from Paris to Shanghai, florals to geometrics.




Ke-Zu’s brand-new showroom was home to new products from the likes of Emu and Kenneth Cobonpue. They also made use of the space next door for their Project installation, a collaboration with HASSELL, which was the best use of smoke machines I’ve seen since my Grade 7 school disco, and a fabulous way to showcase the new Fiesta outdoor modular bar system.



Space Furniture was a good way to wind up the day, check out the new Panier stool by Helen Kontouris and spend some time hanging out in the Habitus Lounge, which was decked out in Driade’s new Cape West Collection for a soothing outdoor garden vibe.



INDESIGN is on instagram

Follow @indesignlive

The Indesign Collection

A searchable and comprehensive guide for specifying leading products and their suppliers

Indesign Our Partners

Keep up to date with the latest and greatest from our industry BFF's!

Related Stories

While you were sleeping

The internet never sleeps! Here's the stuff you might have missed