Laminex brings a new design destination to Sydney
Continuing to reinvent its role within the design industry, Laminex Australia is setting a new standard for design, with the opening of its state-of-the-art concept showroom – Hive by Laminex – in Alexandria, Sydney.
A milestone moment in the company’s 80-year history, the launch of Hive by Laminex, which opened its doors on Saturday 25 February, is the next phase of the brand’s continuing drive to democratize design. Blending old school design knowledge with new technology, Hive offers a mix of digital and physical experiences that seek to facilitate the customer journey from design inspiration to creation. It will also provide professional designers with an innovative space, from which to conduct their own consultations and research, as well as acting as a hub for masterclasses, design workshops and industry events.
“We believe that good design enables good living,” says Tina Randello, General Manager, Marketing, for Laminex. “As a brand, one of our core focuses is demystifying the design process to make great design accessible for all Australians – regardless of changing trends, personal style or budget – and the new showroom is a physical representation of this philosophy.”
With Woods Bagot consulting on the concept design stages, the space itself is gallery-inspired in approach, showcasing Laminex’s full portfolio of materials, colours and textures as wall-mounted art pieces, while cutting-edge technology is utilized throughout the showroom to make the design experience simpler and more tangible. Touchpads allow Laminex designers to work with clients to identify their style and relevant design inspiration. Tap-and-take cards can be used to build a personalized portfolio of samples, which can then be imported into Laminex’s Design Your Space application and reviewed in a digitized kitchen or bathroom space; offering the ability to see the end result on screen or accessed later online, anywhere, anytime.
“Most people will associate Laminex with high pressure laminate (HPL),” says Catherine Valente, Laminex’s Marketing Manager, Design, and the designer behind Hive. “And while HPL remains a core part of our offering, the Laminex range today covers everything from engineered stone, through to a variety of door and splashback surfaces, providing customers with a total design solution."
“The creation of Hive is illustrative of our evolution as a brand and, by showcasing the full extent of the Laminex range, the showroom not only aims to celebrate great design, but also to provide real inspiration for design professionals and enthusiasts alike.”
Every aspect of the showroom has been carefully curated to reflect Laminex’s 12 individual interior styles, launched as part of the Inspired By campaign, which saw the brand partner with four leading personalities in the Australian design space – Chyka Keebaugh, Anna Polyviou, Steve Cordony and Virginia Martin.
“We wanted clients to experience the 12 Styles in a more realistic setting and so the space has been designed to reflect a lifestyle environment,” Valente explains. “For example, our three feature kitchens hero the Mineral, Scandinavian and Inner Urban aesthetics, while bathrooms evoke Glamour and a collection of study spaces highlight the diversity of the Vintage, Noir, Coastal, Classic and Modern & Co styles.”
And Laminex’s role in enabling customers to bring the look and feel of the 12 Styles straight into their own home stretches beyond product alone, thanks to a newly conceived trade referral programme, which sees the company partner with trusted, credible fabricators – specially trained in the 12 Styles – who will deliver the design project, from concept to completion.
To find out more about how Laminex is evolving the design industry, visit laminexdesignhub.com.au/hive-by-laminex or arrange an appointment in-store at 69a Bourke Road, Alexandria, Sydney, 2015.
Hive by Laminex opening hours:
Monday – Friday: 9 am to 5 pm
Saturday: 10 am to 5 pm
Sunday: 10 am to 4 pm
Laminex is Australia’s leading marketer, distributor and manufacturer of premium decorative surfaces. Brands include Formica, Laminex and essastone.Learn more