Image Credit : Rohan Venn Photography
Project Overview
Using the principles of storytelling, the Smeg showroom at Winnings Redfern creates a powerful brand story that resonates with the consumer and effectively communicates each unique product range. Through the use of color and texture, strategic placement of appliances and interactive elements, a comprehensive showroom was designed to enhance the visual appeal of the Smeg brand and create an inviting space for customers to explore the product range. By focusing on the consumer experience, this showroom design creates a memorable brand story that resonates with shoppers and leaves a lasting impression of Smeg products.
Project Commissioner
Project Creator
Team
Interior Design: X+O
Joinery: Fine Cut Joinery
Photography: Rohan Venn Photography
Project Brief
The client brief was communicate the SMEG Brand, product placement/ texture through storytelling and allows the consumer to explore the range.
This was achieved by:
Using the principles of storytelling, the Smeg showroom at Winnings Redfern creates a powerful brand story that resonates with the consumer and effectively communicates each unique product range. This was amplified through the use of color and texture, strategic placement of appliances and interactive elements, was designed to enhance the visual appeal of the Smeg brand and create an inviting space for customers to explore the product range.
Central to this was the consumer experience and the creation of a memorable brand story that resonates with shoppers and leaves a lasting impression of SMEG products.
Project Innovation/Need
The material palettes were chosen to complement each unique aesthetic range as well as to communicate the essence of each range.
DSN: Smeg's premium range setting a new standard in the modern home, inspired by 13th century Italian love poetry. Materials include; luxurious classic Italian Paonazzo marble and rich metals including copper laminates and brass mesh, as well as the copper veins in the marble bring out the subtle copper detailing on the DSN products. The walnut is rich and warm and creates a contrast to black range, allowing the DSN products to be the hero.
Linea: the range is architecturally inspired by the form of a 'line'. Refined and simple, with pared back materials of Cordoba Nogal laminate and Cumulus Cloud blue stone. The form of the line is explored through the light curves that directly contrast to the sharp lines of the Linea range, the materials and architectural
Classic: embodies classic Italian style. By featuring classic Italian stone Calacatta Viola and hand laid tiles, often seen in traditional Italian kitchens. Calacatta Viola creates a beautiful visual impact and draws attention to the Smeg
Victoria: Past meets present. The traditional design is surrounded by a modern display to show how past and present meet.
Portofino: Opulence inspired by the Italian Riviera. This display incorporates opulent Italian fresco paint and rustic tiles typical of the Italian Riviera in a neutral shade, allowing the personality of the Portofino range to be showcased.
Design Challenge
How each of the distinctly unique ranges come together harmoniously to represent the SMEG brand.
The material palettes were chosen to complement each unique aesthetic range as well as to communicate the essence of each range.
DSN: Smeg's premium range, inspired by 13th century Italian love poetry. This influenced the design and material selection to give the display a premium feel.
Linea: the range is architecturally inspired by the form of a 'line'. The display reflects this as it is refined and simple, with pared back materials of Cordoba Nogal laminate and Cumulus Cloud blue stone
Classic: embodies classic Italian style. The display reflects this by featuring classic Italian stone Calacatta Viola and hand laid tiles, often seen in traditional Italian kitchens.
Victoria: Past meets present he traditional design is surrounded by a modern display to show how past and present meet.
Portofino: Opulence inspired by the Italian Riviera. This display incorporates opulent Italian fresco paint and rustic tiles typical of the Italian Riviera in a neutral shade, allowing the personality of the Portofino range to be showcased.
Sustainability
Working within our practice and Winnings Group sustainability guidelines (ESD materials and finishes checklist) the focus was on the following material selection. examples include, all joinery was produced locally, products selected were economically sustainable to meet both locality and client budget requirements, no paint finishes were selected, and extended manufacturer warranties of up to 7 years.
Interior Design - Flagships & Showrooms
This award celebrates innovative and creative building interiors, with consideration given to flagship, discovery centers or showroom space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
More Details