EDL Brand Gallery

The EDL Brand Gallery demonstrates how a gallery can exist beyond its usual function — it can also educate, inspire visitors with how laminates can be applied creatively and sustainably, and brings the community of designers and design lovers together. The storybook-like experience of the gallery adds a special touch and leaves a deeper impression on visitors. Users of the brand gallery can expect to go on a non-linear self-exploratory journey that excites and intrigues all senses. There are many innovative touchpoints designed to allow for a better understanding of the products’ design possibilities and applications. This is made possible by the integration of a digital portal with the physical space as well as incorporating a 3D QR code at the lift landing foyer to allow for the seamless connection. In key sections of the gallery, informative videos are played in loops to cast a light on the different use cases and expert insights into the various products. Smaller digital screens showing specific product videos are paired with respective educational larders while touchscreens are available at all browsing tables in the library. When used alongside physical samples, users gain access to holistic information on products thereby facilitating quicker informed decisions. The gallery features an extensive collection of large format material pullouts in three different zones where the lighting details are sensitively designed to ensure shadow-free viewing. Catering to users’ preference for different lighting temperatures, we innovated a suspended “light-lab” with 4 different light temperature settings to allow end-users to preview their selection under their chosen light temperature. In this new gallery, we consciously paired discussion spaces within each zone in a varying range of settings and table heights. The library that features 4 high tables with adjustable high-stools is transformable into various seminar settings. In areas with higher concentrations of discussion settings, we mixed thicker pile rugs with carpeted floors and designed timber feature elements in the ceiling to create better acoustical buffers. Recognising that EDL now has their own production arm for compact tops, we incorporated their production offcuts, out-of-production inventory, and repurposed modular elements from the old gallery into the building of their current showroom. With the intention to inspire the industry to put more thoughts into building more responsibly, we came up with interesting ideas and designs to show that with the right amount of creativity, the design possibilities are limitless, and we can all play a vital role in reducing waste. Offcuts showcasing the different profiles possible for compact tops are used in a stunning composition around a column at the entrance foyer where it is paired with a gigantic ‘lampshade’ to create a strong iconic marker. Offcuts of both compact tops as well as laminates are also used in a series of loose furniture that we designed to be placed around the showroom. Our creative run has also inspired the EDL team themselves to create their own series of homeware using compact offcuts.