ALEXANDRIA IS THE NEW SURRY HILLS | Architecture & Design

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ALEXANDRIA IS THE NEW SURRY HILLS

DQ Editor, Sophia Watson, investigates the changes in Sydney’s design precincts, and using the new Living Edge showroom as a strong case study, identifies where the industry should look to next.



BY Tess Ritchie

January 30th, 2015


It’s no secret that Sydney’s design hotspots are changing. This is a result of many things; market and audience, cost and affordability, space and location; but more than anything, it’s a sign of growth. The conservative attitude of the recent GFC is starting to fold, and design houses are beginning to expand their activity and embrace the opportunities of the new design market.

Here, experience is everything, and the standard “show+tell” showroom format – once coveted within the Surry Hills tradition – just isn’t going to cut it anymore. Specifyers and consumers alike are demanding more than beautifully displayed products – they need an engaging connection and meaningful experiences. Space limitations of the already crowded Surry Hills has made this philosophy a tough nut to crack, and Sydney’s design-savvy brands are looking for the next big location.

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Enter Alexandria, which is fast-becoming Sydney’s design-precinct du jour, and is well positioned to give the market what it needs. A true hub of creativity, The Woolstores Alexandria development in particular is now at the heart of one of the most exciting urban renewal projects in Australia, and Sydney’s design insiders are moving fast.

Already renowned as a place to work, live, eat, socialise and relax, The Woolstores Alexandria adds an extra dimension as a destination for Sydney’s next favourite design precinct. And now the area has attracted those with the creative and entrepreneurial drive to take the Australian design experience to the next step.

Living Edge – in collaboration with Woods Bagot’s Todd Hammond and Domenic Alvaro – have made a sharp departure from the traditional show+tell exhibition format, geared toward an exciting new and experimental method of client engagement. Well-matched with the precinct’s growing reputation for meaningful design activity (think The Grounds, Salts Meats Cheese, Grandma’s Little Bakery and so on), the Living Edge team is leading the charge to create a space which truly connects and immerses people within design. And we cannot wait to see the results.

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The Living Edge showroom experience at The Woolstores Alexandria is set to launch Feb 10 2015.

LIVING EDGE
Livingedge.com.au


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