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Kitchen Collective | 2020 | Large Format | Design, Procurement & Build
Like the name suggests, Kitchen Collective is a collaborative retail design project in Melbourne between a number of businesses in the kitchen and homeware design industry: Bunnings Group, an Australian household hardware chain; Kaboodle Kitchen, a Bunnings brand that specialises in DIY kitchen storage space and furnishings; Stagshead, a brand agency offering strategic solutions; and greater group, a global retail design agency who provided end-to-end services in the design and delivery of this project.
The retail design brief was to create a best-in-class showroom that displays a series of distinct kitchen collections with complementary bathroom, laundry, study and alfresco areas. Part of the challenge was to curate the best suppliers of bench tops, cabinetry surfaces, hardware and appliances to packaged into themed collections such as the ‘Hamptons’ or ‘Country’ collections. greater group provided end-to-end services for design, documentation and factory build for all site work, from initial concept development to the final dust-free handover, ready for opening night.
In previous years, the market was predominantly driven by the DIY trend, but an emerging market, DIFM (Do It For Me) is taking over the reins among Australian consumers. The showroom is designed with this new and strongly identified market in mind. greater group worked closely with the project stakeholders to ensure all objectives of the design brief were met along the journey. A diverse range of collaborators worked on this project, all working towards the common goal of creating a showroom that would be a talking point in the market and establish itself as a must-visit for potential kitchen or bathroom buyers/renovators in Melbourne.
The completed result is a finely curated selection of the best homeware furnishings available on the Australian market, involving a dynamic team of brands and businesses to create a sensory, highly immersive and creatively inspiring customer experience. The StyleLab, for example, is an area within the showroom that hosts a cross section of products across all areas, including taps, basins and door panels, creating a point of unity between the different sections.
Bunnings Group is an Australian household hardware chain with about 300 stores across Australia and New Zealand. The business was established in 1887 and, following nationwide expansion, opened its first warehouse store in Melbourne in 1994. Kaboodle Kitchen is a Bunnings brand that creates DIY-friendly kitchen furnishings like cabinets, doors, wall panelling and benchtops to guide customers in achieving designer kitchen designs. Also collaborating on this project with greater group was Stagshead, an Australian brand agency providing services for strategic and creative sourcing solutions.