Flipping the timber showroom concept on its head, Storey‘s new Melbourne retail space by Flack Studio is closely aligned with the client’s core belief that beautifully crafted floors can elevate any interior.

“We wanted to ensure the showroom displays the passion we have for timber flooring in a space that is both aspirational and functional,” says Damir Dzuzdanovic, Director and Co-Founder of Made by Storey. “However, to achieve what we wanted, we needed to be bolder and more creative. We needed to look outside the standards of the industry and redefine the norm to achieve something unique and special.”

Stemming from this brief, Flack Studio’s bold approach has resulted in an inspiring and rich showroom experience, designed to support the notion of product discovery.

Read on for further insight from David Flack about this fantastic little project.

+ Tell us about your favourite thing about this project?

We love the distinct personality this space encapsulates – the moment you walk into the showroom you feel a sense of pride and passion behind the product. It was important for the Storey team to showcase their product to its greatest potential – a space that inspired clients/designers and showed off the product against other materiality and colours.

+ What was the most challenging aspect?

Absolutely nothing challenging about this project – it was a complete dream! When you have a client that trusts what you do and understands our processes and strategies, it is seamless.

+ What did you learn during this project?

I learned a lot about Storey’s products and the extensive R&D that continually goes into perfecting their boards – it’s really important to us as a studio to align ourselves with brands that we respect and admire. It’s a total dream to craft a space that feels distinctly them and one that they feel proud of.

+ Any other interesting facts you could share with us about this project?

We wanted to create a space that inspired and engaged the retail client and designer specifier market. Storey is by appointment and they wanted a space they could share their passion for the products.

Our intention was to inject the interior with graphic punches of colour, movement and materiality. Timber showrooms often just exhibit timber boards only – it becomes overwhelming for the end user to decipher what board they would like to select for their project. When the boards are shown against other materials, such as carpet and marble, you immediately see the board in another context.

The boards are designed on movable bases – these can be wheeled around the showroom and are fantastic for presentations while seated at the rose-pink boardroom table. This table is a nod to a tree trunk – the irregular shape and trunk-like base emerge from the custom angled silk and wool carpet. We wanted the central presentation space to be graphic and punchy the minute you enter the space – it was also important to saturate this in a colour to ensure the boards were always the focus of the showroom.

We are also working on a Sydney showroom for 2019 – can’t wait!

See more projects by Flack Studio on Yellowtrace here.

[Images courtesy of Flack Studio. Photography by Sean Fennessy.]