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MicroLUXE

By

  • studio-edwards
  • MicroLUXE
  • studio twocan

Description

Property company MicroLUXE has utilised design in an exciting new business model that champions cutting edge design & combining hospitality with retail. Studio Edwards converted a small Melbourne apartment into a short stay rental property, where guests are invited to buy the furniture, art and accessories during their stay or when they leave.

Key Features

1

“We wanted to create an animated and engaging space that questions the idea of luxury and challenges what can be achieved within a small space”, said Edwards. For example, a marble-lined podium towards the back of the living space houses a large bath, while a gold mirrored box towards the front of the apartment contains a fold-down bed.

2

Design As Unique:
Value is maximised through the idea of selling the designed ‘experience’.

Inclusive Design & Locality:
Specific links to local cafes & restaurants providing unique dining offers, discounts and products acts to strengthen links between industries.

Inclusive Design & Showcase:
Promotion of emerging australian designers featured within the space
such as lighting by Ben Tovim design or new products such as towels by Loom.

Design as Brand:
Consideration of design across all facets of the experience including consideration of the microLUXE brand and its communication as design as experience.

Design as Experience:
Consideration of ‘touch points’ and design for visitors experience.

3

Impact on Business Performance (i.e. market share, financial sustainability, environmental and social outcomes.)

Social Outcome – supporting and enhancing links to local business
urban sustainability – utilising of existing under utilised spaces and two streams of revenue (rental & sale).

Addressing future sustainability through its celebration of everything uniquely “Melbourne” promoting this diverse and engaging city.

Promoting & showcasing small space living as something exciting, fun and inclusive.

Creating diversification of market share through its strategy of combining hospitality/hotel with retail models.

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