Exploring A Luxury Rug and Carpet Showroom

Sixty years of experience crafting luxury rug and carpet products from premium New Zealand wool has culminated in the new Bremworth Experience Centre in Auckland. The showroom is an immersive and inviting space for people to come and explore Bremworth’s offerings.

Located within Auckland design and interiors hub Residium (formerly Auckland Home Ideas Centre), the Bremworth Experience Centre is a welcome injection to the Parnell design district. “We are thrilled to have Bremworth as part of Residium,” says Hugh McKellar, managing director at Residium. “They have an incredible commitment to 100 per cent wool and they have created the most inspiring, beautiful space that welcomes people.” More than just a showroom, Residium is a platform where architects and designers can be confident in recommending their clients to visit, where they can browse an expansive range of products and services for their projects with experts who can help bring a project to life.

The vision for the space was to create a physical representation of the luxury rug and carpet brand and an immersive environment for Bremworth’s clientele. The space reflects the brand’s commitment to phasing out synthetics in its luxury rugs and carpets, with authentic materials and superb craftsmanship used throughout the showroom to spotlight New Zealand wool. “We exited the synthetic carpet market, which means we are no longer importing on average 2.5 thousand tonnes of synthetics each year, and our dream is to replace that with New Zealand wool,” says Rochelle Flint, general manager of global marketing, products and digital business at Bremworth.

Wool is woven into every element of the space, from floor-to-ceiling carpet samples to the display units and impactful, on-trend coloured rugs. A wool-covered feature wall dominates the space and asserts Bremworth’s intention: to celebrate the magic and beauty of this natural fibre. The brand’s products contrast with rendered plaster on the walls and island bench, solid-timber benchtops and Prime European Oak Quarter Cut veneer cabinetry and timber flooring. Deep forest greens synonymous with the New Zealand landscape are splashed on chairs and benches throughout, subtly contrasting with striking sculptural pendants.

The tactility of the space creates an immersive quality. For example, Bremworth’s luxury rug and carpet products are showcased in large-scale wall panels, underfoot and in smaller samples for customers to touch and experience. Beyond physical immersion, the showroom allows for an interactive customer experience.

Once they decide what they like, customers can wander into the more intimate space to explore other materials and work with showroom experts who help home builders and buyers, renovators, architects and designers visualise their interiors and connect with the brand’s luxury rug and carpet products. There is also a smaller area with educational content that can take consumers through Bremworth’s design process. Moreover, samples are available to take home and experiment with in-situ and they also offer custom shape and size racks.

“The display of materials is outstanding, and you can access all of the products and get a sense of what those products might do in your home … you can see the textures as well as feel them,” says McKellar. While this is the first showroom of its kind, Bremworth hopes to continue rolling out its innovations in spaces across New Zealand and Australia, sharing its luxury rug and carpet products and pioneering practices in the wool space.

00:00 - Introduction To The Luxury Showroom
01:11 - Bremworth's Wool Carpets and Rugs
01:44 - Highlights of the Showroom
03:35 - Providing Inspiration To Customers

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Photography by Jono Parker.
Filmed and edited by Cadre.
Production by The Local Production.

Location: Auckland, New Zealand

The Local Project acknowledges Māori as tangata whenua and Treaty of Waitangi partners in Aotearoa New Zealand. We recognise the importance of Indigenous peoples in the identity of our respective countries and continuing connections to Country and community. We pay our respect to Elders, past and present and extend that respect to all Indigenous people of these lands.

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