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SHIFTING THE SHOWROOM EXPERIENCE THROUGH COLLABORATION

The Project is that moment when you enter a showroom and find yourself overwhelmed with surprise, excitement, joy and the urge to Instagram – right away! This year, at Melbourne Indesign we saw exhibitors approach The Project from all angles – the common element among all being collaborative engagement.



BY Lorenzo Logi

September 4th, 2014


Above: Zuster with Eades&Bergman and Nexus Designs

The role of the exhibition stand and showroom space is no longer purely focused around showcasing product for sale. In a day and age where we can browse, shop and specify online, showrooms offer up the perfect opportunity for staging inspiring, collaborative activities such as The Project.

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Business Interiors by Staples with ZWEI

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Smeg with SJB Architects

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Interstudio with Zunica Design

From pop-up installations that were all about texture, colour, look and feel, right through to experimental product investigations, The Project teased out ideas and talking points around the 2014 Project theme, Inception.

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Stylecraft with Super Tectonics

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Reece Bathrooms with 6 Hats

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Interface with Loop Creative

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Coco Republic with Greg Natale and Sony DADC

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Café Culture + Insitu with DKO Architecture and Hot Black

 

It was with pure excitement that visitors walked through, around, under and into Project installations which at times took over an entire space. Many brands revealed the more textural and detailed side of their products through interactive activities that invited customers to get up close and playful with materials, forms, shapes and more.

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Signature Floorconcepts with Geyer

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Monier Roofing with MAKE Architecture

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Eastern Commercial Furniture with Baldasso Cortese

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Cosentino Australia with The Writers Bench

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Arthur G and The Selvedge Group with Bruce Henderson Architects

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Artedomus with Studio You Me and Thomas Coward

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Archilux with Cezary Stulgis

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Apato with Group GSA

 

 

Which was your favourite Project collaboration? You can vote in the People’s Choice Award here.

Jog your memory via Instagram, search hashtags #MID14 #theproject and relive some of the best moments at Melbourne Indesign 2014!

Photography by: Fiona Susanto Photography
fionasusanto.com

Indesign: The Event

For more coverage of Melbourne Indesign 2014 visit: indesignlive.com/category/articles/in-review/mid-2014

Words by Rajesh Nandan


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