Project Feature:
A New Chapter
For Laminex

The South Melbourne Showroom was developed by designers and architects (and friends of Laminex) Platform by DesignOffice. Their specialist strategic department, dedicated to expressing brands in built form, produced a clever system of parts that has completely changed how we display and merchandise product.

“One of the big questions we get, whether through our website and digital platforms, or from architects, designers and homeowners, is ‘where can I see that woodgrain? Where can I see that mineral in full scale? Where can I see a full sheet, or how can I see what this repeat looks like?’ And we’ve never had that anywhere and now we have a destination we can send people to,” explains Rachel Oakley, Laminex Head of Marketing.

To answer these questions and achieve these goals, Platform “reframed the stage”, says project designer Will Kelly. “We wanted to show the product in a way that it could be viewed and understood, but not necessarily presented as an end product, more the opportunities of it.”

Left: Surround by Laminex Batten 25 serves as the backdrop to a large meeting room. Centre: The communal spaces in the showroom provide comfortable areas to explore samples and product brochures. Right: Our door wall allows visitors to better understand how Laminex decors will look in their space.

In this way, Platform’s design ‘heroes’ the product in a way that leaves it open to interpretation and creativity - particularly effective when viewing Laminex TrueScale® mineral finishes and woodgrain qualities.

“Laminex are great with prints and larger format products, so it was really important to try to understand, and experience, the full sheet of Laminex. [We introduced] a large format sliding wall, which was inspired by that kind of really great, classic art storage and the beauty of those sort of spaces where you pull out big rollers, giving you time and opportunity to understand that piece of art or in this case full format laminate in its entirety.”

This same consideration is given to all Laminex offerings, showcasing everything from Surround by Laminex in full frame to Laminex sample chips. Captured in a flexible framework that Platform has developed, changes and updates can be made quickly and with minimum inconvenience to the operation of the showroom. Moreover, the space is the visual representation of the brand; creative, adaptable, flexible, welcoming and effortless. 

“There’s the commercial aspect as much as the design aspect and with Platform, we’ve been able to create a concept, which we’re now seeing come to life in Perth and Brisbane, that allows us to create a brand experience efficiently and effectively,” says Rachel.

Platform has been sure to leave touches of domesticity and familiarity by incorporating a material palette that includes texture and warmth through timber and accent furnishings – featuring uniquely Australian furniture and lighting language, all reinforcing the Laminex position, establishing a cohesive and consistent brand experience to be introduced across Australia at several locations and destinations.

Our benchtop lab (left) provides a welcoming space where visitors can explore large scale benchtop samples. The adjacent collaboration space currently features four sculptures by Nat Turnbull, drawing inspiration from various elements of the Australian landscape, including trees, rock formations and expansive plains. 

In the year of our 90th anniversary, our South Melbourne showroom marks the beginning of an exciting rollout for Laminex. Exclusive to South Melbourne is a rotating visual display from designers and artists – a space that will feature work from all our partnerships and collaborations, both commercial and artistic.

First up is a set of four sculptures by Nat Turnbull, drawing inspiration from the Australian landscape. Using nine new colours from the Laminex Colour Collection 2024, each piece has been inspired by the natural environment and the flora and fauna of Australia.

With design flexibility and retail pragmatism, our new showrooms are a clear demonstration of our holistic approach to the future, building in the values of the brand to offer a compelling, floor to ceiling experience we can’t wait for you to experience.

Find your closest showroom using our locator tool here.

Credits: 
Design: Platform by DesignOffice
Photographer: Tom Ross
Styling: Natalie James
Video: The Local Project