Description:

Baya’s flagship Australian showroom marks a significant milestone in the evolution of a fourth-generation, family-owned textile company (Furtex), with over 86 years of experience. Launched in 2022, Baya emerged from a collaboration between in-house designers and skilled artisans in India, specialising in rugs, cushions, and throws crafted from natural and recycled fibres—NZ wool being a cornerstone. As momentum built in Australia through successful trade show appearances and targeted marketing, the lack of a physical presence became a limiting factor. This project sought to change that, establishing Baya’s first dedicated space to represent the brand in a tactile, immersive way.

The concept centered on how design professionals want to feel and behave in a space where they’re interacting with key project materials. The strategy established a dialogue between three pillars: the client, the space, and the brand. The design was guided by principles that supported gallery-like behaviour, positioned the showroom as a testing ground for ideas, and served as an authentic platform to showcase handcrafted products.

The space was conceived to feel calm, open and thoughtful—prioritising clarity, flow, and tactility. Formerly a workplace by Hecker Guthrie, the base building featured steel beams and native timber flooring, offering a strong architectural foundation. Solid partitions were removed to allow for a flexible, progressive experience. A restrained palette of oak, Taj Mahal stone, and textured brick created a grounded backdrop for Baya’s products, allowing them to shine without distraction.

Spatially, the showroom is layered to reveal the brand story over time. Rugs are displayed in large-scale formats, enabling full visual and tactile interaction, while a towering cushion wall and curated furniture settings invite playful experimentation. The use of custom consulting tables and integrated storage allows extended design consultations to unfold naturally. Each element—from hand-woven handles to seasonally updated rug plinths—connects to Baya’s ethos of materiality and care.

Beyond its functional purpose, the showroom has exceeded expectations in its impact. It has become a spiritual home for the brand in Australia, strengthening ties within the design community and reinforcing Baya’s core values. It has supported the team in building relationships with aspirational clients, shaped how the brand approaches trade shows and activations, and served as a platform to launch key initiatives—such as their fibre traceability programme, which debuted with the re-release of their Sandringham rug in 100% traceable RWS NZ wool.