Molmic Furniture
ABBOTSFORD SHOWROOM LAUNCH EVENT
With a new showroom set to open in Abbotsford, Melbourne, Molmic is planning an official launch event. The evening will bring together existing and prospective designers and architects to celebrate the new space, to thank their loyal trade clients and create an opportunity to connect with potential new customers.
I proposed a collaboration with renowned Melbourne street artist George Rose to elevate the experience and align with the brand’s identity.
Research
What is Abbotsford known for?
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Creativity
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Street Art
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Abbotsford Convent
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Historic Skipping Girl Vinegar Sign
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Collingwood Children’s Farm
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Multicultural
Theme Ideas
INSIDE OUT
Bringing the outdoors in - the showroom is transformed into a lush,
garden-inspired sanctuary, filled with vibrant fresh flowers and abundant greenery to create a sensory escape.
STREET MEETS SOFA
A bold collaboration with a local street artist, celebrating the creative spirit and urban edge of Abbotsford.
MADE HERE
Emphasis on Australian made, all about authenticity, quality & craftsmanship.
Chosen Theme: Street Meets Sofa
I chose this theme because it captures the essence of Abbotsford, is contemporary and is a fresh direction, different from what Molmic typically does.
George Rose - mural artist collaboration
I came across George Rose, whose style and imagery aligns with Molmic. Her art has a quality that could easily translate into a fabric print.
Collaboration Advantages
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Adds a bold, artistic focal point to the showroom
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A unique talking point for press releases, influencer outreach, and social media
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Can attract fans of the artist who wouldn’t otherwise visit a furniture store
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The collaboration can be documented in behind-the-scenes posts, interviews, and reels that boost engagement
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Molmic is introduced to the artist’s creative following and vice versa
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The artwork can be incorporated into branding materials, packaging, and advertising
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Featuring a local or well-known muralist helps build a sense of place and community engagement
Artwork By George Rose
This artwork features the indigenous Melbourne plants the Inland Noon flower Pigface and the Large Bindweed.
Both plants are commonly found in the streets of Melbourne; the Pigface as a ground-cover and the Large Bindweed as a rampant wall climber. I chose this artwork because it reflects Molmic’s Australian-made ethos perfectly.
My Vision
My vision is to have the sofa painted at the artist’s studio, capturing behind-the-scenes footage to share on social media. These teaser videos would show glimpses of the artist painting on fabric, building intrigue—what is she creating? What will the final piece look like? The sneak peeks would be used as paid ads, targeted across Australia to spark curiosity and drive interest, ultimately encouraging attendees to attend the showroom launch and uninvited guests to wish they were invited.
Event Activation
An online auction will launch on the night of the event, open to both guests and the wider Australian public, offering the chance to bid on this incredible sofa.
Live updates will be shared on social media throughout the following week to help raise maximum funds for Molmic’s chosen charity.
Invitation
Molmic chose to send out printed invitations by mail to add a more personal and thoughtful touch for their guests.
Guest Gift Pack
To thank guests for being part of a memorable evening, each will receive a gift bag featuring a scented candle,
room fragrance, and diffuser—infused with a fragrance inspired by Australian botanicals. This thoughtful gesture reflects Molmic’s commitment to quality and its proudly Australian-made ethos.
