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2016
Design Strategy
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.