Last Wednesday, iscd Interior Decoration students were invited by Jo Mawhinney, Head of Retail, to an exclusive Living Edge event. Today we hear a little bit about how the event went and discover more about the Living Edge brand.
In the last year, Living Edge has opened up their new flagship store in the Woolstores, Alexandria – a vibrant new retail hub focused on design. The incredible historic space features exposed timber beams, concrete floors and pods that distinctly separate each of Living Edge’s premium brands and their stories.
Previously, Living Edge has separated their residential and contract showrooms. This new setup gives visitors the chance to view each brand’s range in its very own pod setting which creates an experiential destination showroom for all of their clients. Jo mentioned that the showroom took almost 2 years to find and we all agreed it was definitely worth it!
Our Interior Decoration students and educators received an exciting invitation at Graduation this year to visit the showroom and have an exclusive tour with Jo Mawhinney all whilst enjoying a delicious spread of wine and cheese (Living Edge also sources and stocks an incredible range of wines featured along their wine wall below).
Jo’s passion and insight into the industry shone through immediately in her introduction. She took us through the Living Edge journey detailing every designer, their products and why they are featured in the Living Edge showroom. Some of the designers we were able to see up close included Herman Miller, Walter Knoll, BassamFellows, Muuto, Established & Sons and e15. Each brand’s pod was as beautiful as the next – accentuated by the echo of our oooing and aahing as we walked through each section of the showroom.
We also were given the tour of their upstairs space, a contract + staff area designed to aid the work of designers and contracters – a living office. The area uses forward-thinking and new technology to create a space that is user friendly, enables communication and can be used and manipulated into many different spaces to suit the needs of those working there. It was incredible!
Once the tour was over Jo invited us to chat with her and the team over her hand-picked selection of wine and cheese. It was not only a great chance for iscd students to understand the Living Edge brand but also begin networking and building industry contacts.
As an educator, what do you think the benefit is of going to events such as this for students?
The internet is a wonderful tool for finding new products for your clients, but nothing can replace getting out there and seeing and touching beautiful furniture for yourself. Living Edge’s new showroom is a fabulous space and showcases their products in a way that allows you and your clients to really connect with them. The time that Jo and the team gave to our students, was very generous and invaluable in getting to know the story behind their philosophy as well as their products.
Can you give us a brief overview of the event and your thoughts on Living Edge as a brand in the industry?
The lovely Jo Mawhinney, head of Retail for Living Edge, took us on an extensive tour of the showroom, explaining the story behind each of the brands and their products in such an engaging way, we didn’t want to leave. We finished with a beautiful spread of wine and nibbles and a chat at their amazing laser-cut iron ‘Wine Library’ wall.
Traditionally, Living edge worked in mostly corporate fit outs, but they have now taken on some new and exciting brands that will fit beautifully into contemporary residential spaces, and the new showroom displays these brands so well.
Living Edge’s philosophy focuses on authenticity and quality, undoubtedly evident in this incredible showroom space that they have created. Jo and the Living Edge team live and breathe this with their motto being ‘buy once, buy well’. A big thank you to Jo and the Living Edge team for being so accommodating – we cannot wait to come back soon!