Profiling: Lovelight Showroom | ADDARC | Turn Group | Ryan Lewis, Rohan Appel, Maddie Leggo

“We wanted to design the best showroom the window furnishing industry has ever seen.” Ryan Lewis’ statement is bold, but one walk through Lovelight’s new showroom makes it hard to argue. This is not a space built to simply display product. It’s been designed to immerse you in it, to let materials, movement, light and craftsmanship do the talking.



From the outset, the brief was clear. The showroom needed to present the full breadth of Lovelight’s offering, without feeling like a typical busy or overfilled showroom. “We wanted to be able to show all available products but keep the showroom feeling clean and minimalistic,” Ryan explains. First impressions mattered, and so did the finish. “We refused to compromise on any finishing detail within the space.” That philosophy shows up everywhere, not as a list of features, but as a feeling of calm confidence.

For Rohan Appel at ADDARC, the design intent was to shift the showroom into a new category altogether. “The intent was to reposition the showroom from a purely consultative environment into a layered retail experience that still retains the intimacy of a design studio.” The journey is deliberately sequential. A curated street presence draws you in, then the space opens into a tonal interior where fabrics, light and texture unfold progressively. “Rather than overwhelming the visitor with options, the experience encourages touch, comparison, and conversation.” The result is a showroom that feels composed, but never cold.

Ryan describes exactly who the showroom is for and what it needs to communicate. “This is a space where architects and designer should feel welcome, cosy and that they are dealing with a quality, high-end supplier.” The fit-out reinforces that instantly. Architectural selected furniture, lamps, joinery, rugs and rendered walls are layered with intent. “Every detail has been meticulously chosen.” This is a place to sit, to linger, to hold fabric up to light, and to leave with clarity. “They are able to touch and feel a large range of fabrics, see how curtains will drape, external blinds operate, different track options available, leave with a clear image in their mind of how their home or project will look.”



Function was designed into the architecture, not layered on afterwards, with the real work happening in details most visitors won’t consciously notice. The best example is the main fabric wall. At first glance it reads as one continuous, beautiful curtain wrapping the room. Look closer and you realise it’s doing far more than that. Behind the front layer sits a multi-track system, allowing multiple fabrics and treatments to be layered, compared and swapped without the space ever feeling cluttered. As Rohan explains, “The multi-track curtain system along the main wall also demonstrates layering techniques, conceals storage, and creates depth, all while appearing effortless.” It was a direct response to what he calls “the primary challenge”, balancing “a clean, retail-forward presentation with the practical needs of a working consultancy space.” The result is a concealed functional wall, where systems, fabrics, window treatments and the less glamorous technical components live quietly behind a refined curtain composition, keeping the showroom calm, curated, and highly operational.

One of the strongest spatial moves is the circular meeting zone, which anchors the plan without interrupting flow. Rohan describes it as “providing a dedicated consultation zone without interrupting the openness of the plan.” Ryan points to it as the hero feature of the space. “The drum curtain that surrounds the stainless steel table.” Hanging from a round stainless steel track, the curtain wraps the meeting area in Kvadrat fabric that pools onto the floor. “When in the space you feel like you are cocooned by the fabric.” It’s both practical and emotional. A meeting space, turned into an experience.

Maddie from Turn Group highlights the precision it took to execute these moments and the level of construction discipline that was essential, especially on a tight timeframe. “With only a 5-week schedule, we needed to stay on top of coordination and sequencing,” Maddie says. The finishes demanded focus, and the build was won or lost in the detail. “A strong focus was placed on achieving the various render finishes.” The micro cement flooring and Venetian plaster became standout features, shaping much of the showroom’s visual distinction. Trade sequencing was carefully managed, with drying times protected and areas sealed before final fit off. Minor adjustments were made on site, including refinements to the circular curtain track and paint finishes, but the intent held firm.

For Ryan, the showroom is ultimately a promise. A promise of what Lovelight brings to every project. “Every element has been considered, and that is the Lovelight approach.” From intentional hem heights and heading styles, to meeting-area lighting that supports accurate decision-making, the showroom was built to show how high-end outcomes are achieved. It also showcases the breadth of what’s possible, including Markilux awnings, which Ryan calls “the Rolls Royce of awnings.”

This showroom doesn’t shout but boy, does it show. It rewards a closer look. And it sets a new benchmark for what a window furnishings showroom can be: immersive, tactile, precise, and deeply considered, from the first step in, to the moment you leave with a clear vision of what your own space could become.



Lovelight
ADDARC
Turn Group 

Photography by Timothy Kaye