Shifting the showroom experience with collaboration: The Project @ MID

SHIFTING THE SHOWROOM EXPERIENCE THROUGH COLLABORATION

The Project is that moment when you enter a showroom and find yourself overwhelmed with surprise, excitement, joy and the urge to Instagram – right away! This year, at Melbourne Indesign we saw exhibitors approach The Project from all angles – the common element among all being collaborative engagement.

Above: Zuster with Eades&Bergman and Nexus Designs

The role of the exhibition stand and showroom space is no longer purely focused around showcasing product for sale. In a day and age where we can browse, shop and specify online, showrooms offer up the perfect opportunity for staging inspiring, collaborative activities such as The Project.

Business Interiors by Staples with ZWEI

Smeg with SJB Architects

Interstudio with Zunica Design

From pop-up installations that were all about texture, colour, look and feel, right through to experimental product investigations, The Project teased out ideas and talking points around the 2014 Project theme, Inception.

Stylecraft with Super Tectonics

Reece Bathrooms with 6 Hats

Interface with Loop Creative

Coco Republic with Greg Natale and Sony DADC

Café Culture + Insitu with DKO Architecture and Hot Black

It was with pure excitement that visitors walked through, around, under and into Project installations which at times took over an entire space. Many brands revealed the more textural and detailed side of their products through interactive activities that invited customers to get up close and playful with materials, forms, shapes and more.

Signature Floorconcepts with Geyer

Monier Roofing with MAKE Architecture

Eastern Commercial Furniture with Baldasso Cortese

Cosentino Australia with The Writers Bench

Arthur G and The Selvedge Group with Bruce Henderson Architects

Artedomus with Studio You Me and Thomas Coward

Archilux with Cezary Stulgis

Apato with Group GSA

Which was your favourite Project collaboration? You can vote in the People’s Choice Award here.

Jog your memory via Instagram, search hashtags #MID14 #theproject and relive some of the best moments at Melbourne Indesign 2014!

Photography by: Fiona Susanto Photography
fionasusanto.com

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Words by Rajesh Nandan

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