Project Overview

Grand Designs Live Melbourne was held for the first time in September 2012 but has already positioned itself as Australia’s most dynamic and innovative home design show, appealing to discerning, high income consumers looking to create their own ‘ Grand Design.’

An official extension of the extremely popular Grand Designs international television program, the consumer event brought the concept of innovation in design to life with essentially four home shows, in one extraordinary event.

Despite a crowded Home Show market, Grand Designs Live was able to successfully differentiate itself from its competitors, highlighting the premium and bespoke nature of the exhibitors, sponsors and products. The show aimed to educate, excite and inspire design savvy visitors looking for inspiration and ideas to help them build, renovate or update their homes.

Featuring a unique floor layout with distinct zones (building/renovations; kitchens/ bathrooms; interior design/soft furnishings; and gardens/outdoors), the show drew large enthusiastic Melbourne crowds eager to see UK and Australian celebrity hosts, and experience superior home design, bespoke materials and a premium product mix that was aspirational yet attainable.

Ultimately the award winning show exceeded expectations and received glowing accolades from sponsors, exhibitors, the 28,000 visitors who attended.

Organisation

Diverseified Exhibitions

Team

James Laing - Group Exhbition Director
Sarah Brennan - Marketing Director
Michelle Kelso - Group Marketing Manager
Bridget Lorimer- Commercial Marketing Manager
Nick Vine - Head Designer
Rebecca Varley - Sales Executive
Andrew Ross - Sales Executive
Alice Bergin - Exhbition Coordinator
Pedro Gallo - Operations Manager
Darren Loewy - Operations Manager

Project Brief

Inspired by the TV series, and offering four home shows in one, packed with ideas, design and inspirational concepts, this event presents ideas and advice from a wide range of premium exhibitors showcasing their products and innovations in four zones.
Target: 35+ homeowners with high disposable income, seeking design information and inspiration. Plus homeowners renovating, building or doing room makeovers.

SHOW FEATURES
Grand Stage - Kevin McCloud, Peter Maddison, and celebrities from The Lifestyle Channel home renovating shows shared their knowledge and insights in a range of sessions
Expert Advice Centre – where visitors discussed project plans, budgets one-on-one with experts
Grand Building – for new-build or traditional home renovations, innovative, sustainable products and expert advice.
Grand Interiors – showcasing flooring , lighting, accessories and the latest technology.
Design Stage - range of seminars to inspire and inform.
Rooms by Design - three Whitehouse Institute of Design students competing, judged by Kevin McCloud, Peter Maddison and Shaynna Blaze.
Grand Kitchens & Bathrooms –latest kitchen and bathroom designs, appliances and finishes
Grand Outdoors – landscaping concepts, products and services to suit either city courtyards or rambling retreats.

Project Need

Grand Designs Live engages with a range of bespoke and highly innovative exhibitors and it is clear that the visitors of the show are driven by this unique offering with 87% of visitors to the show looking for new and innovative products.

House of the Future
The House of the Future is a key innovative feature of the show as it offered a sneak peak to what homes will look like in the future, which proved popular amongst visitors. The House of the Future showcased the latest advanced technology, designs and innovation for home entertainment, systems and lighting plus futuristic gadgets and ultra-modern furnishings.


Rooms by Design
Located within Grand Interiors, the Rooms by Design feature involved three Whitehouse Institute of Design students competing to bring to life their own interior design concept. The brief involved the students interpreting the best use of design today with a focus on new and innovative design. Students constructed their designs on-site and the three concepts were judged by Kevin McCloud, Peter Maddison and Shaynna Blaze

Design Challenge

Sustainability is the core value for the Grand Designs brand, emulated throughout Grand Designs Live.

Sustainability Stage
The Sustainability Stage is a key feature at the show; it was built entirely from recycled cardboard and had a range of industry experts presenting innovative products, the fundamentals of sustainable design and the cost benefits of using these products.

RMIT Outdoor Feature
Visitors were inspired by the outdoor features created by RMIT Landscape Architecture students. Showcasing installations that challenge innovative design, all features were made from recycled materials which delivered on the smart ‘green’ brief.

Matt Stone at the Miele Kitchen Theatre
Matt Stone is synonymous with preparing fresh, sustainable, locally sourced foods. He’s made a name for himself as a progressive chef from the Greenhouse restaurant in Perth. Matt Stone presented at the Miele Kitchen Theatre at the show and proved popular amongst visitors who enjoyed his entertaining and informative sessions.

Kids Undercover
Grand Designs Live engaged with Kids Undercover, a charity that takes an early-intervention approach to preventing youth homelessness. Kids Undercover developed a sustainable ‘cubby house’, designed by Peter Maddison and made from recycled cardboard. Raffle tickets were sold to raise funds for the charity.