Laminex Showroom – Fitout by Woodland Fitouts

In April this year, Laminex unveiled its new Fortitude Valley showroom in Brisbane, the latest milestone in a national rollout redefining how Australians engage with materials and design. More than a display space, the showroom is designed to operate as an inviting and interactive environment that invites exploration, collaboration and creativity – allowing customers to explore Laminex’s
ever-expanding range of materials and finishes up close.

“One of the big questions we get, whether through our website and digital platforms, or from architects, designers and homeowners, is ‘where can I see that woodgrain? Where can I see that mineral in full scale? Where can I see a full sheet, or how can I see what this repeat looks like?’ And now we have a destination we can send people to,” explains Rachel Oakley, Laminex Head of Marketing.

The Brisbane opening follows the launch of Laminex’s reimagined South Melbourne showroom, the first to embody the new concept. Each location is part of a broader vision: to make material selection easier, more inspiring and accessible to all.

“Our vision was to create selection centres that go beyond static displays,” says Rachel Oakley, Head of Marketing at Laminex. “We wanted spaces that reflect local culture while giving customers confidence in their design decisions. It’s about making great design accessible to everyone.”

Working in collaboration with Platform by DesignOffice, Laminex has developed a flexible showroom model described by the design team as a “kit of parts.” This allows consistency nationwide, while enabling each showroom to respond to its local context.

“The showroom is essentially a series of components. What’s important is how they work together, how they scale, and how they can evolve across different locations,” explains Tom Reed, lead designer on the project.

“That flexibility makes it easy to adapt while staying true to the Laminex brand.”

For Mark Simpson, Creative Director at DesignOffice, timelessness was key:

“We wanted the showrooms to feel effortless and open – contemporary but not fashionable – so they don’t impose a style but instead support experimentation and creativity.”

In the new Brisbane showroom, this translates into generous material libraries, large-scale pull-out walls, and collaborative zones where visitors can test palettes and combinations. The showroom also showcases Laminex’s newest collections, including the True to Nature Next Generation Woodgrains, alongside a broad palette of colours, textures and finishes.

Playfulness and interactivity remain central to the experience. From communal tables to tactile displays, visitors are encouraged to handle samples, trial ideas and immerse themselves in the creative process. “It’s about making material selection enjoyable and hands-on,” says Simpson.

Every detail in the Fortitude Valley showroom has been considered to make the design process stress-free and seamless. Soft lighting, warm accents, textured furnishings and a considered layout make customers feel right at home and able to imagine Laminex products in their own projects.

Laminex partnered with Woodland Fitouts – one its own valued current customers – to bring the design to life and it proved to be the perfect partnership between two legacy businesses who share the same ethos and standards when it comes to craftsmanship and design.

“Laminex is known and trusted for its quality and innovation – important qualities we need when completing bespoke fitouts that are made to last,” explains Woodland Fitouts’ Managing Director Michael Casablanca, who was honoured to be chosen to complete the fitout for Laminex’s Brisbane showroom.

“We proudly use and recommend Laminex for our clients across retail, hospitality, office, and commercial fitouts,” he says. The fact Laminex has been manufacturing in Australia for more than 90 years is also really important to us, because we also pride ourselves on local manufacturing here in our Brendale factory (just north of Brisbane), quality craftsmanship from our team, and our commitment to creating jobs by employing local people.”