Leading timber brand Woodcut recently opened the doors to a stunning new space in Waterloo, Sydney. Commissioning award-winning Melbourne firm Mim Design to apply its creativity and expertise, the Woodcut showroom makes a bold statement in an area renowned for its design pedigree.
![]()
![]()
Spanning 160 square metres, the showroom was to not only display more than 50 products but to allow clients the space to touch, feel and experience the timber. Mim Design senior interior designer Kristiina Morgan says they were provided with some direction but also encouraged to think broadly, leaving plenty of scope for creativity and bold statements. “It was great for the client to be open to doing something that was creative and organic,” she said. “We use the product a lot with our own clients so we felt it was important to demonstrate the product’s full use and the level of detail that can be achieved from timber and how that is integrated into design.”
![]()
![]()
![]()
Making the most of the building’s heritage character, high ceilings and soaring steel-framed windows, the team have created an awe-inspiring showroom room filled with custom designs that will not only attract customers but set an industry benchmark. With functionality of the space, particularly for customer interaction, being paramount, a number of custom-made fittings and fixtures were designed to display the diversity and scope of the products. Mim Design’s team incorporated large sliding panels and applied the product to bulk heads highlighting varied detailing outcomes. Curved panels and organic steps that lead to pivoting panels allow customers to move around the product, seeing the variety of colours and applications and how they can be used.
![]()
![]()
![]()
Inspired by the concept of “cut logs”, the team wanted to illustrate the product’s rich and natural origins, allowing staff to proudly use their surroundings as a reference when selling the product. A theme that is carried through the space via the curved nature of the stairs and oversized log tables that guide people through the showroom, it has also resulted in the creation of pod-like spaces from which architects and clients can seek privacy or work from.
![]()
![]()
![]()
Photography by Sean Fennessey
Spanning 160 square metres, the showroom was to not only display more than 50 products but to allow clients the space to touch, feel and experience the timber. Mim Design senior interior designer Kristiina Morgan says they were provided with some direction but also encouraged to think broadly, leaving plenty of scope for creativity and bold statements. “It was great for the client to be open to doing something that was creative and organic,” she said. “We use the product a lot with our own clients so we felt it was important to demonstrate the product’s full use and the level of detail that can be achieved from timber and how that is integrated into design.”
Inspired by the concept of “cut logs”, the team wanted to illustrate the product’s rich and natural origins, allowing staff to proudly use their surroundings as a reference when selling the product. A theme that is carried through the space via the curved nature of the stairs and oversized log tables that guide people through the showroom, it has also resulted in the creation of pod-like spaces from which architects and clients can seek privacy or work from.
Embracing the scale of high voids with oversized elements, Kristiina says the resulting space gives the feeling of walking through a forest with huge trees either side of you. Such a beautiful and fitting concept for the brand, find out more about the Woodcut products and the showroom location here.
Images courtesy of Mim Design
![]()
![]()
