Stylecraft Melbourne
Designed by In Addition and PTID, Stylecraft’s new showroom at 379 Collins Street, Melbourne, is a tactile, light-filled stage for an array of Australian and European brands across residential and commercial interiors.
Outlined in magenta lighting, the facade introduces a signature Stylecraft brand colour, bringing a warm and inviting presence to the refurbished mid-century tower while providing intuitive wayfinding for curious visitors.
Inside the lofty lobby, an organic material palette unfolds. Victorian ash, Australian-quarried marble and terracotta tiles create a refined backdrop, complemented by H-profile columns and a timber stepped ceiling that signal the beginning of the journey through the StylecraftHOME collection on the ground floor. Previously featuring a forecourt and garden, the building has been strategically infilled to allow for a more generous, voluminous interior.
After 20 years in its previous CBD location, Stylecraft’s new two-level showroom celebrates the brand’s history while ushering in a new era for the local design community. “Part of the brief was to bring a distinct Melbourne sensibility into the design marking the flagship location on Collins Street while also acknowledging Stylecraft’s beginnings in Melbourne in 1953,” says Tony Russell, brand director at Stylecraft.
Across 1,000 square metres, the space is defined by intentional vignettes; the ground floor is dedicated to residential furnishings and fixtures, while the first floor presents a commercial range suited for workplaces, educational facilities and public and transport spaces. Presented within an open footprint and interspersed with meeting rooms, the upper level blurs the distinction between showroom display and internal operations.
Upon entry, metal elements frame Stylecraft’s hero seating pieces, while a panelled screen showcases the brand’s lighting collection by Ross Gardam and Artemide. “Its soft glow guides visitors along the showroom’s full length,” says Ben Lornie, director at PTID. Nearby, a bespoke zone dedicated to Italian brand Tacchini brings together classics by Tobia Scarpa and Mario Bellini, placed between modern releases from Faye Toogood and Studiopepe. Inviting lounge pieces draw the showroom experience outward, connecting it with the surrounding urban context.
Defined by a lower ceiling height and a more robust material palette, the upper level echoes traditional commercial environments through elements such as polished flooring, acoustic baffles, phone pods and event spaces. Colour and lighting are used to delineate these zones, where pieces from Arper, Akaba, Neatt, Len, Thinking Works and others are displayed.
Designed to last, the showroom nods to Stylecraft’s past and present through timeless collections and locally sourced materials, all brought together within a vibrant, layered scheme.
