Joyce foam used to create ‘immersive’ main stage at Denfair 2022

Denfair 2022, the annual gathering of Australia’s leading interior designers, architects, developers, builders, retailers and design-savvy consumers, is over for another year.

The exhibition was held at the Melbourne Convention & Exhibition Centre from 10-12 February, and featured a series of talks, masterclasses and interviews.

Award-winning designer Arthur Koutoulas partnered with us once again to showcase the versatility of Joyce foam products.

According to General Manager Kevin Graham:

“We love being part of Denfair. It’s a great opportunity for designers, suppliers and consumers to get a taste of Australia’s most innovative designs.

“It’s through our collaboration with Arthur that we’re able to showcase the flexibility and durability of foam. Whether it’s used in high-end furniture, contemporary interiors, or bedding, our foam products are perfect for creating unique and appealing products.”

An immersive foam installation… ‘dissolving distinctions between sculpture and furniture’

Using foam as his primary material, Koutoulas designed the main stage, creating a unique space for seminars and social gatherings within the main exhibition area.

CNC-cut from solid foam with no internal support structure, each module has a unique contour, based directly on its primary function.

By using a singular foam material, the designer hoped to encourage the audience to explore how they might use it and or move around it.

Denfair, Melbourne 2022

“My aim in creating the immersive foam installation was to explore the dissolving distinctions between sculpture and furniture,” explained the designer.

“The large-scale activation is an oversized sculptural form, playing with the idea of cutting into the horizontal plain. Clusters of foam wave-like shapes create an undulating landscape that can be interpreted however you want to use it, while the soft forms allow for various seating configurations.

“In alignment with Joyce’s sustainability values, the forms nest neatly into each other, utilising all the foam material – there was no waste or off cuts. This also makes them easier to transport.  

“The activation aims to create a new spatial condition. It challenges the idea of where the floor dissolves into the furniture.

“The design language used is based on the idea of using a singular form that transcends scale and function. It questions the idea of furniture as architecture and architecture as furniture and this is what is at the core of this activation.”

“Denfair proved that people are now, more than ever, craving tactility and immersive experience.”

Arthur Koutoulas, Design Consultant

“The Joyce Foam material and the EC Carpet’s floor covering were perfect for this application as they allowed for the creation of seamless and continuous soft forms.”

Joyce has been a major sponsor of Denfair since 2005.