District Sydney’s new showroom on William Street offers an alluring invitation into the world of “next generation” design.

Housed in a heritage masonry building, the award-winning Pattern Studio birthed the transformation of this former warehouse space, into the brand’s flagship physical presence.

Showcasing a curated selection of pieces from vanguard national and international designers, District’s ethos is grounded in products that tell a story. 

We visited District for an exclusive tour of the space, guided by Showroom Manager, Karen Shepherd.

 

 

1. Tell us about District. What does it mean to be a ‘next generation design brand’?

What I believe we mean by ‘next generation’ is that we are home of the new icons… the bold, the brave, the unseen! We partner with the world’s leading artists, makers, and craftspeople for those who, like us, seek the new.

2. What do you look for in a fellow designer for them to be sold through District?

An aligned ethos. Design with depth, pieces that tell a story and make you feel something. District has some very long-standing relationships because this underpins all our decisions when it comes to our brand partners. 

 

 

3. Tell us about the process of designing and delivering the Sydney showroom.

It was an exciting and energizing experience. It took us a long time to find the perfect space, but it was certainly worth the wait. There were a few challenging and trying times due to the building’s heritage overlay but Pattern Studio worked tirelessly to achieve a brilliant outcome. An inspiring duo who really managed to capture the essence of District in physical form.  

4. How did you approach furnishing the space – were there certain principles or considerations you adhered to?

Not particularly, we just wanted to create an interesting and complimentary space with an eclectic mix of all our brands’ pieces. We wanted to showcase colours and materials that we’ve never seen used before. It was the perfect opportunity to go large!

 

5. What would your advice be for customers looking to furnish their home? 

Creativity takes courage, so be brave!

6. What principles should customers adhere to when looking for a ‘forever piece’?

All the usual suspects; quality, timelessness, personal connection, versatility, investment mindset, durability. Buy once buy well, basically.

 

7. Tell us about the top 5 selling products at District and why:

Puffy Lounge Chair, Hem – plump and playful. A modern icon designed by vanguard designer Faye Toogood. 

Kashmir Chair, Resident – tailored aesthetic. Kashmir is refined and comfortable; a modern classic. 

Puddle Table, Massproductions – offbeat and organic. Inspired by puddles of water, it’s generous in size yet conveys a light, sleek impression.

Branca Stool, Mattiazzi – pure and natural. Branca is inspired by tree branches that turn, twist, meet and branch off. 

Bit Stool, Normann Copenhagen – beauty from waste. Made completely from recycled plastic tops and designed for countless uses.