Laminex South Melbourne Showroom by Platform by DesignOffice

The South Melbourne showroom of iconic Australian brand Laminex, the work of Platform by DesignOffice, sets a new precedent in the showroom space.

Interactive and playful in equal measure, Platform by DesignOffice’s concept for the Laminex showroom in South Melbourne was based around simplifying the material selection process for both home-owners and professionals. It’s also a departure from the Australian icon’s other showroom spaces. “We wanted to pivot to create a selection centre – a space that showed a wider range of decor in larger samples, so that people could visualise a solution that would be ideal for them,” explains Rachel Oakley, Laminex’s head of marketing.

We asked, ‘How do we make this space feel comfortable, easy, enjoyable and actually something where you feel like you’re hands-on and involved?’

The team at Laminex worked with Platform by DesignOffice to ensure that ease of use was at the core of the project. “There were several layers to the initial brief, but the most important objective was to create a space that simplified the material selection process,” says Oakley. “So, the showroom is broken up into zones to help make material selection easier. There’s a benchtop-specific zone where you can see large-scale benchtop examples showcasing the material in a way that it would look in the final fit-out, and there is a door area where you can see samples in a wide range of colours and finishes.”

Mark Simpson, Platform by DesignOffice’s joint creative director, adds that playfulness was another core tenet of the brief, “the idea … that it should be fun. We asked, ‘How do we make this space feel comfortable, easy, enjoyable and actually something where you feel like you’re hands-on and involved?’” To represent Laminex as a brand, timelessness and effortlessness were also strong considerations. “As a contemporary brand that has also been a part of the Australian landscape for such a long time, we wanted to ensure the showroom didn’t feel like it was defined by trends, themes or any kind of design language, as this might sway someone’s design process and the experimentation with their own projects.”

“The illuminated light boxes … become a focal point in the space and reflect light back across the surfaces, which gives this sense of depth and dynamism.”

The showroom is essentially comprised of a series of components, described by Simpson as a “kit of parts,” which means the offerings can easily evolve and adapt. It’s also very interactive, featuring a communal table where customers can touch samples, as well as swivel panels and a pull-out wall that showcase a range of wood grain and mineral finishes in full scale. The space also draws on lighting to create different moods. “We used a fair bit of track lighting to make it feel more dynamic, and then focus lighting over the surfaces lab to hone in on the materials,” says Tom Reid, design leader at Platform by DesignOffice. “There is a real domestic layer as well, so in the home area we have low pendant lighting that gives a softer residential feel.”

“One of my favourite elements in the showroom are the illuminated light boxes,” says Simpson. “I love the way they can show images that change and create this sense of movement and evolution over different seasons, but also the way they become a focal point in the space and reflect light back across the surfaces, which gives this sense of depth and dynamism.”

“Regardless of your style or budget, it is a space where you can come and discover something that’s right for you.”

Above all else, the space feels very welcoming. “I love that it feels approachable,” says Oakley. “Whether you’re from within the industry or you’re a consumer, it is welcoming, open and feels relatable to Australian design.” Recently celebrating 90 years of operations, Laminex continues to aspire to make great design accessible to everyone. “That is what this showroom experience is all about – regardless of your style or budget, it is a space where you can come and discover something that’s right for you.”

Architecture and interior design by Platform by DesignOffice. Surfaces by Laminex.