Tongue n Groove Flagship Showroom

The design brief was to create a Tongue n Groove Flagship Showroom in Sydney that would challenge the very notion of a showroom, be a game changer within the industry and be accessible to architects, designers and consumers. The brief was to align with the brand’s ethos of providing quality craftsmanship and pushing the boundaries of design. Richard Karsay, Tongue n Groove Director, explained “we wanted to showcase the product in such a way that it appeals to a wider range of consumers and designers.”

By reinventing the showroom experience, the Tongue n Groove Flagship Showroom achieves excellence in the design outcome because the design concept and end result is ‘thinking outside the box’ at its best. It also demonstrates a progressive approach to architecture and design. This was achieved by transforming the space into a series of ‘experiences’ with a playful display of engineered, solid European oak boards on the floor, walls and ceiling. The original design pushes the boundaries of showroom design and challenges the very notion of what a showroom should look like and how it should be experienced.

The new interior space is an exciting celebration of oak that plays with various colours, textures, sizes, patterns and applications that Tongue n Groove has to offer. It is a dynamic display with a layout that encourages a playful discovery of material and space. To encourage people to step foot into the showroom, architect Nick Tobias explains that “the entire shop front opens up with no visual obstructions.” This actively engages consumers from street-level, proving that the more sensory the experience, the more likely people get drawn in.

Through rethinking how customers interact with the product and how they experience it, the showroom design was taken to another level, which is both engaging and aspirational, heightening the senses of its customers who visit and move around the space.