Designer In Profile | Arch Melbourne
Founded by Cat Brown in 2015, at Arch, one size doesn’t fit all. We take the personalized route. All things considered. Human-centric design. Target demographics. Buyer analytics. It starts with knowing what purchasers want and why. It ends with styling your property around that. What will influence? What will showcase the home in its best possible light? What will sell? That’s what we know. That’s how we style.
Pictured: Sarah, Cat and Mel | Photography by Spacecraft
What’s your professional background and how has it influenced your work today?
My professional background is in Real Estate, with over 10 years experience in both Melbourne and London in Property Management, Leasing & Business Development. When I first started in Real Estate I used to go along to all the sales directors listings and give advice about presentation and works needed to enhance their property. This was way back when, before styling was a thing. With a background in real estate, I am well equipped to guide clients on the best presentation of their homes and how to maximise layout to get a fantastic end result.
Describe your business’ style and customer:
We are one step ahead. We are not afraid to push boundaries with our styling when the brief allows. We style more editorial than traditional ‘staging’, which is what the stunning projects that we style demand. Our clients trust our vision and aesthetic to bring the best out of their project. Arch is sought out specifically for the styling we offer which is something I have worked very hard on. We style mostly new builds or fully renovated homes and have recently added photoshoot styling for builders, architects and designers which has further enhanced our offering.
What’s your favourite GlobeWest piece/collection and why?
We love the Juno modular for its versatility, we can add or take away a section as the room needs. The Amara marble coffee and side tables are also a firm favourite.
What’s your go-to interior piece?
Anything that creates a wow factor! A standout piece. Be it art, a plinth or marble side table.
What are your top three styling tips to transform a space into luxury home?
Layering and texture. You can start with a neutral base, but adding layers and textures really elevates a home. Quality furniture pieces. Incredible art.
How does a typical day for you unfold?
Get my boys off to school, walk the dog, and then the possibilities are endless! Some days I head to the warehouse to ‘help’ (ie. Watch the girls pulling amazing selections while I inadvertently distract them because I am procrastinating doing the work I actually have to do). Other days I drop in and visit the team on site (where I proceed to hold everyone up chatting, get in the way, take as much content as I can without getting side eyes). Sarah & Mel are phenomenal stylists, so I love stepping back and watching them create magic. Other days I’m out doing back-to-back quotes on the Peninsula then the next day Northside. No two days are the same which is why I love what I do so much!
What’s your creative process?
A site visit to get a sense of the space we’re working with. Taking in all the neighbouring surrounds to work out our demographic. We take photos, video and measure up before working out what pieces will work best in the space. We spend a lot of time at the warehouse finessing our selections. We normally have a vision; be it a colour scheme or particular furniture piece and then we build a home around that.
I was incredibly fortunate to visit Italy for Milan Design week. I have come back so inspired by the incredible design and fashion over there. It’s really helped how we deliver our styling and taken our creativity to the next level. Especially with materiality, tones and textures. Fashion and interiors are so intertwined it is exciting to apply to our work.
What’s your dream project?
A brand new or newly renovated home with incredible design elements that we haven’t seen before and a “we trust you, go wild” brief from our client!
Pictured: Ethnicraft Bok Dining Table and Dining Chairs (sold out, click here for similar) | Photography by Dylan James
What’s next for Arch Melbourne?
We’re constantly seeking out new and innovative ways to elevate our styling. We are doing a lot of shoot styles for builders / architects / designers who need their projects professionally styled for content. We’ve just done our first catalogue shoot which was an amazing experience and so much fun. We’re constantly evolving and working to keep our designs fresh. Personally, I’m manifesting a trip to LA & NYC for 2025. I think we have a lot to learn from how their design businesses are structured.
Where can people learn more about you?
We’re most active on Instagram @arch_melbourne
Website www.arch.melbourne
To find a designer to bring out the best of your home's features and to complement your individual style, use our website's Find a Designer service.
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