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Made by Storey’s Sydney Showroom by Decus
Designed by Decus, Made by Storey’s new Sydney showroom signifies a spirited next step for the luxury timber flooring brand.
Made by Storey has landed in Sydney, unveiling its first showroom outside its native Victoria. Located on a prominent corner block in Darlinghurst and designed by Decus, it is a confident second foray into brick-and-mortar for the premium timber flooring manufacturer and a suitably poised arrival on New South Wales’ design scene.
As Damir Dzuzdanovic says, he and Made by Storey’s co-founder Theo Perdikis have long aspired to open a Sydney showroom to service the company’s burgeoning east coast client base. “We’ve always wanted to have a more national presence and this new showroom really helps to facilitate that,” he says. “It’s a natural progression for us and it’s been so exciting to see it come to life.”
Working with Decus founder Alexandra Donohoe Church proved similarly intrinsic. “Chemistry is important to me and she had faith in what we were doing,” says Dzuzdanovic. “We gave her our vision and that matched hers, so my gut feeling was very good from the get-go.”
The result of this partnership is a dynamic showroom with a relaxed yet elevated atmosphere reflective of the Made by Storey brand. Donohoe Church describes it as “malleable, nuanced and conversational”, with a range of pockets “to entertain, connect or workshop materials with clients”. Armchairs and sofas are thoughtfully arranged on organic-shaped rugs – designed by Decus and created by Whitecliffe Imports – and there is a large central table anchoring the space, surrounded by Iva stools from Grazia&co, as well as custom joinery units and a striking brass bar.
“It’s a marriage of feeling comfortable enough that you could kick your shoes off at the door and sink into one of the beautiful vintage armchairs, yet fun enough to host a cranking cocktail party with drinks served at the heart of the space,” says Donohoe Church. It can also be adapted to host panel discussions or intimate client lunches.
Unsurprisingly, timber leads the palette. The brand’s mainstay Touch and Tonal collections in European and French oak dot the space. However, the clear hero is the newly released Trace by Storey range – an entirely customisable collection of flooring and joinery – which catches the eye. The presentation of these new pieces through an artfully curated lens as opposed to a commercial one speaks to the overall ethos of this project. As Donohoe Church says, “the totem-like joinery units crafted from Trace take on a more sculptural feel, inviting the viewer to discover the range iteratively and gradually.”
Notably, the design tilts towards the domestic – an increasingly common theme in work and retail environments – yet here, it stems from a place of rationality. “We primarily work with architects and designers to specify floorboards in the residential sector, so we need to be able to showcase our products in a space which speaks to that,” says Dzuzdanovic. This rationale, paired with Decus’s experience designing homes, makes for a space that is hospitable, warm and lively, aided by a slew of custom contemporary and vintage pieces, personal touches and thoughtfully curated, bespoke elements, including striking artwork from Dominik Mersch Gallery. A Trix & Robert Haussmann lounge seat made of mirror and aluminium in the front area adds a little reflective fun, while a Mario Botta for Artemide Inverted Triangle Lamp and Bova Gallery Vitali Calacatta marble side table also contribute to the sculptural qualities of the interior.
The showroom has a sense of rhythm seldom found in commercial spaces, rendering it well worth a visit. As Made by Storey’s second home, it is not only a beautiful vehicle in which to showcase its timber flooring but a marker of its growing national presence.
