2015 Melbourne Design Awards

spaces, objects, visual, graphic, digital & experience design
design champion, best studio, best start-up & best supplier
plus over 40 specialist categories

accelerate transformation, celebrate courage
growing demand for design

Simple Seed Interior [DRAFT]

Photo Credit : Brook James



Project Overview

Simple Seed is a smoothie, juice and wholefoods concept located in South Yarra. The brand philosophy is simple and honest, and the interior design needed to reflect this.

Project Commissioner

Simple Seed

Project Creator


Project Brief

Simple Seed was looking to establish itself in the South Yarra area so needed to communicate it’s offering with clear signage and façade. The interior acts as a clean backdrop for the colourful produce sitting within the display joinery and visible on the preparation counter. The open workflow ensures direct access for staff to serve customers and encourages a more personal interaction. The design is delicate and considered which mirrors the delicacy of the produce and thoughtful ethos.

Project Innovation/Need

The central idea of this project was to create a non-invasive design that allows the colourful food to shine within the space. It responds to the pared back design graphics, and works in synergy with the graphics to communicate the honesty of the brand.

Design Challenge

The long, thin site presented a challenge in spatial planning, and the lack of natural light meant the design had to respond to this shortfall. There was the opportunity to utilise the large façade with lighting and simple graphics. The space was created to allow flow for both customer and staff around the store, keeping it open and relating to the honest nature of the brand.


Sustainability was important to the client, and materials such as Bolon flooring, Tasmanian Oak timber and tiles were selected on this basis. Bolon is a material made from renewable plant material and is 100% phthalate free. Energy saving LED lights were also used in the space.

This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes, aesthetic presentation and functionality. Consideration also given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.  

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