Description:

Bremworth recently repositioned itself from a manufacturing-led company to a consumer-centric, design-led brand, with an overarching purpose of finding more sustainable ways to do business.

Bremworth manufactures and sells 100% NZ Wool “made to measure” rugs via e-commerce, designers and retail stores and distributes its carpets through traditional carpet retail stores. The missing link for Bremworth was to offer its customers a sensorial physical experience that communicates the brands natural ethos and premium quality positioning.

Bremworth selected Residium for their location, formerly known as The Home Ideas Centre in Parnell, a collaborative space that celebrates great design and product discovering.

The brief was to create an immersive space within Residium that not only celebrates authentic natural materials and exceptional craftsmanship, but also inspires creativity, fosters a seamless flooring selection journey and a deep connection to the Bremworth brand.

Our design response blends the tactile allure of NZ wool with interactive product displays.

The spatial layout is curated into different zones, showcasing carpets and rugs on both horizontal and vertical elevations. At the heart of the store stands a bespoke, handcrafted island. Locally crafted from solid oak, rammed earth plaster, NZ made hardware and intricate wool detailing, the island serves as a focal point for conversation and creativity, where customers can engage with the product in a relaxed setting.

In the “Consultation Lounge” guests are welcomed into an oasis of comfort, where they can participate in personalised consultations with Bremworth’s flooring specialists. Supported by digital displays and samples at their fingertips, the space inspires visitors of the endless possibilities for their own spaces.

Drawing inspiration from the natural beauty of New Zealand’s landscapes and the rich heritage of wool craftmanship, our concept encapsulates the spirit of authenticity and quality.

Upon entering the store, visitors are enveloped in an atmosphere of understated elegance, with warm, natural tones and materials inviting them to explore. Subtle nods to New Zealand’s natural beauty and wool heritage are woven into the design, from a sculptural wool wall installation to locally handcrafted joinery.

Every detail is meticulously considered to create a cohesive and immersive experience that resonates with the ethos of the Bremworth brand. Finishes, fixtures and furniture were each handpicked from local artisans and manufacturers here in NZ to showcase the beauty of natural NZ made product.

One of the most captivating features of the space is the wool wall installation. This immersive installation serves as a visual narrative, inviting guests to embark on a journey into the origins and creation process of Bremworth Carpets and Rugs.

Stretching across an expanse of wall, guests can feel the softness and resilience of the wool, gaining a deeper appreciation for its unique properties and potential. Embedded within the installation are subtle elements that offer glimpses into the intricate process of transforming raw wool into exquisite carpets and rugs.

This idea was born from combining Bremworth’s beautiful materials with the designer’s creative vision. 1,800 metres of NZ wool fibre was supplied from Bremworth’s Wanganui spinning plant and repurposed carpet tubes were supplied by Bremworth’s Auckland plant. The design team then meticulously created the wall installation by winding the fibre around carpet tubes to mimic the weave technique of Bremworth product.