2009 brought an exciting design development for Materialised, through the iconic Florence Broadhurst design archives for contract furnishings.
We were given access to a limited selection of Florence Broadhurst’s iconic design library for Australasia. In 2018 that became an exclusive full license for furnishing fabrics and wall covering.
Home to the Florence Broadhurst design archive
Florence Broadhurst – Australian design icon
Florence Broadhurst holds a significant place in Australian design history, her legacy reverberating through the realms of interior design, fashion, and visual arts. Born in rural Queensland in 1899, Broadhurst’s journey to becoming an iconic figure in design was marked by resilience, creativity, and a relentless pursuit of beauty.
Transcending boundaries
One of the most remarkable aspects of Florence Broadhurst’s impact on Australian design is her ability to transcend boundaries and blend diverse influences.
Her early years saw her travel extensively through Asia, immersing herself in the rich tapestry of cultures, patterns, and colours that would later inform her work.
This exposure to Eastern aesthetics would become a defining feature of her designs, setting her apart from her contemporaries in Australia.
Bold & eclectic design
Broadhurst’s bold and eclectic style captured the imagination of the design world, earning her a reputation as a visionary tastemaker. Her wallpaper designs, in particular, became synonymous with glamour and sophistication, adorning the walls of prestigious establishments around the world.
From lavish floral motifs to striking geometric patterns, Broadhurst’s designs exuded a sense of opulence and drama that was unparalleled.
Australian entrepreneur
Beyond her artistic prowess, Florence Broadhurst’s entrepreneurial spirit played a crucial role in shaping Australian design. In 1959, at the age of 60, she founded her iconic wallpaper company, Florence Broadhurst Wallpapers Pty Ltd. This venture not only showcased her extraordinary talent but also paved the way for future generations of Australian designers to gain recognition on the global stage.
Furthermore, Broadhurst’s contributions to Australian design extended beyond the realm of wallpaper. Her fearless approach to creativity inspired designers across disciplines, from fashion to interior décor.
Gary’s brush with f(l)ame
Founder of Materialised, Gary Price, was a very young Sales Rep when he first met Florence. Gary worked for a textile wholesaler called Kornblums and used to visit Florence in her studio to try to sell fabrics to her as print base cloths.
“Florence was a larger-than-life figure,” says Gary. “She was regarded as royalty among the high-profile Interior Designers of the day, like Yvan Method and Leslie Walford. I do recall being in awe of this flamboyant person, red hair and all!”
“When we started Materialised, an interesting connection was that we commissioned a former Florence artist, John Lang, to work on our inaugural print collection.”
Florence designs today
Today, her influence can be seen in the vibrant colours, bold patterns, and eclectic mix of styles that define contemporary Australian design.
Moreover, Broadhurst’s story serves as a testament to the power of perseverance and reinvention. Things that Materialised holds high! Despite facing setbacks and challenges throughout her life, she never wavered in her commitment to her craft.
Her willingness to embrace change and adapt to new circumstances allowed her to leave an indelible mark on the world of design.
Florence Broadhurst’s importance to Australian design cannot be overstated. Her pioneering spirit, distinctive aesthetic, and enduring influence continue to shape the creative landscape of Australia and beyond.
As we celebrate her legacy, we are reminded of the transformative power of art and the profound impact that one individual can have on an entire industry.
Learn more about our Florence Broadhurst x Materialised collaboration. Better still, make an appointment to source product for your next commercial design project at our Design Studio in Alexandria, and you’ll be able to see original Florence Broadhurst wallpaper books, like this one!
About the Author: Catherine McGowan
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