Laminex believes in making good design accessible to all Australians. We discussed how we could take laminate, a humble and ubiquitous surface, and show it in a new and design-led application. These conversations led us to the idea that collaborating with leading architects could really flex the product – show its beauty, functionality and design flexibility.
Our existing relationship with Kennedy Nolan made the respected architectural practice our perfect choice for this collaboration – we knew they would understand the brief, the brand and our vision for the campaign. Laminex is an iconic, Australian manufacturer with great heritage, so we wanted the spaces and the campaign to capture a uniquely Australian feel.
Photography by Derek Swalwell
Styling by Natalie James
Working closely with Laminex, we briefed in the three spaces – the commercial workspace seen above, the large, expansive kitchen below, and a compact apartment kitchen to be released in the next phase of the campaign. Kennedy Nolan has a philosophy of highly individual designs that respond specifically to the context and client. In this case, they responded to the laminate – pushed its boundaries and elevated an everyday product into a design feature of every space.
These spaces by Laminex and Kennedy Nolan have inspired architects and homeowners, and fulfilled our intention. By collaborating with leading architects we have shown laminates by Laminex in a whole new and exciting light.
The campaign launched with the Kennedy Nolan Expansive Kitchen on The Design Files, including a film made by Sirap, and then across print and digital media from August 2020 to 2021.