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2014 Australian Interior Design Awards: Retail Design

Retail Design Zumbo Melbourne by Elenberg Fraser 2014 Australian Interior Design Awards

Jury comment

Zumbo Melbourne is a decadent and tongue-in-cheek retail interior. It reflects patissier Adriano Zumbo’s own evolving, playful and experimental approach to creation – mixing unexpected materials, processes and finishes in innovative ways to produce a unique experience. Elenberg Fraser has cleverly used industrial techniques and materials alongside other traditionally made cabinetry, custom signage and lighting to produce a dramatic interior. This is pure fantasy, indulgence and experimentation at its best and successfully creates a surprising and truly memorable retail experience.

Design statement

The brief for this project involved the design of an internal shell for the patisserie’s front-of-house component, and furniture, signage and window graphics. The design brief was very open and the only proviso was that the design was to be true to the Zumbo brand, which the design team interpreted to be playful, innovative and a little bit pink. The main challenge stemmed from developing an actual method to turn the design concept into a reality. The team researched different methods of creating a moulded-mirror-like surface that could be easily constructed into a panelled wall and ceiling. The method was developed through experimentation with a team of enthusiastic manufacturers. Complementing both the liquid nature of the vinyl graphic and the playful nature of patissier Adriano Zumbo’s products, eccentric furniture pieces were also designed by the talented young interior designers at Elenberg Fraser. Fitting with the sweet nature of the store, the effect appears like oozing marsh-mallows, dripping gelato or sandwich cakes drenched in icing.

The Retail Design award is supported by Laminex. The Australian Interior Design Awards are presented by the Design Institute of Australia, DesignEX and Artichoke magazine. For more images of this project, see the Australian Interior Design Awards gallery.

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