LOOKBOOK Parkland
The Fabulous Florence Broadhurst
Florence x Materialsed
10.
The Collection
20.
30.
Be Inspired Design Index
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 decor.
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.
Florence x Materialised Collaborating since 2009
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.
Over the years, we've worked on numerous projects that keeps Florence Broadhurst at the forefront of today’s interior design scene. From aged care facilities to restaurants, hotels, pubs, and clubs, her presence is felt in every space. With over 60 designs in hundreds of colourways and the ability to customise, each Florence Broadhurst project is truly unique. We love seeing how our customers bring her prints to life and are always excited to explore new ways to showcase her iconic designs.
Yi by Jerome Leung, Raffles Hotel | Designed by Aedas | Photographer Owen Raggett
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.
“Florencewasalarger-than-lifefigure,”saysGary.“Shewasregardedas royaltyamongthehigh-profileInteriorDesignersoftheday,likeYvan MethodandLeslieWalford.Idorecallbeinginaweofthisflamboyant person,redhairandall!”
“WhenwestartedMaterialised,aninterestingconnectionwasthat wecommissionedaformerFlorenceartist,JohnLang,toworkonour inauguralprintcollection.”
Three Birds Renovations House 11
The Development
For the Parkland collection, we took a different approach, envisioning how Florence Broadhurst herself might work today.
We aimed not only to introduce designs we've never released before but also to add a new dimension to her classic patterns.
Working closely with SDA (Signature Design Archive), we experimented with new scales, expanded the colour palette within the designs and adapted layouts to ensure Florence Broadhurst's prints continue to evolve and inspire.
The Parkland collection brings together the enchanting elements of parks, weaving ten signature designs into a harmonious Parkland scene. This collection is a blend of Australian and Japanese botanicals and landscapes, capturing the essence of the places that inspired Florence and where she called home.
As her prints were originally designed for wall coverings, we revisited how some of the Florence Broadhurst's prints could be adapted for textiles, starting with the updated
4 Colour Palm - Gathered . By bringing the palms closer together, this new design offers greater flexibility, moving away from the linear placement and scale of the original, making it more versatile for upholstery.
The colour palette for this launch shifts away from the bright and bold tones of previous collections, focusing instead on a blend of rich luxe hues with fresh, calming shades.
Parkland
The Collection
The Parkland collection unites ten signature designs into a harmonious park-inspired scene.
4 Colour Palm Gathered
Filigree
Macarthur Park
Cockatoos
Innocence Mini Maidenhair Fern
Waterfall Garden
Egrets
Shadow Floral
Japanese Floral
Four Colour Stories
We've carefully curated four distinct colour palettes. This launch shifts away from the bright and bold tones of previous collections, focusing instead on a blend of rich luxe hues with fresh, calming shades.
Mist & Gold
The Mist Green, Soft Beige, and Warm Gold combo creates a serene and elegant palette, blending natural tranquility with a touch of refined luxury.
Midnight & Earthen
The Terracotta, Midnight, and Pink combo combines earthy warmth with deep, dramatic tones and a pop of vibrant colour, creating a bold yet balanced look.
Azure & Beachstone
Coastal Blues and Sandy Tones evoke the serene beauty of the beach, blending calming oceanic blues with soft, warm neutrals for a fresh, airy, and tranquil aesthetic.
Eucalyptus & Rosewood
Eucalyptus, Rosewood, and Brass blend earthy greens, warm wood hues, and golden accents for a sophisticated, organic style.
Be Inspired
With ten new and revamped designs and over 60 colour options, the versatility of this collection is limitless. From luxurious golds and earthy greens to deep navies and rich coppers, as well as fresh coastal beach tones, there’s something for every style. We’ve put together some inspirations to ignite your creativity. How will you incorporate them into your upcoming projects?
Mist & Gold
Gold and sage green create a harmonious balance in interiors, blending luxury with tranquility for a sophisticated, yet calming atmosphere.
Wall Covering Concept: Waterfall Garden Lustre
Chair Concept: Filigree Eucalyptus
and rosewood combine earthy greens and rich browns, creating a serene, sophisticated atmosphere.
Eucalyptus
Eucalyptus & Rosewood
and copper tones create a striking contrast, blending deep sophistication with warm, metallic accents for a luxurious atmosphere.
Midnight
Midnight & Earthen
Chair Concept: Waterfall Garden Earthern
Wall Covering Concept: 4 Colour Palm Gathered Beachstone
A pale blue sand palette evokes a calm coastal vibe while keeping the feel light and fresh.
Azure & Beachstone
Design Index
4 Colour Palm Gathered
V: 57.8cm x H: 95.5cm approx. V: 81.1cm x H: 134cm approx.
Cockatoos
V: 68.8cm x H: 142.1cm approx. V: 64.9cm x H: 134cm approx.
Eucalyptus
Graphite Midnight
Rosewood Mist
Beachstone
Beachstone
Eucalyptus
Earthen
Graphite
Rosewood
Egrets
V: 67.7cm x H: 141.5cm approx.
V: 64cm x H: 134cm approx.
Filigree
V: 37.9cm x H: 44.2cm approx.
V: 38.3cm x H: 44.7cm approx.
Lustre
Gold Midnight
Azure
Mist Nimbus Midnight
Eucalyptus
Lustre
Azure Celadon Eucalyptus
Innocence Mini
V: 28.8cm x H:67cm approx. V: 28.8cm x H:67cm approx.
Japanese Floral
V: 61cm x H: 70.8cm approx. V: 77.7cm x H: 67cm approx.
Azure
Eucalyptus
Azure
Eucalyptus
Earthen
Lustre
Gold
Graphite
Nimbus Midnight
Celadon
Earthen
Macarthur Park
V: 91.5cm x H: 141.7cm approx. V: 86.5cm x H: 134cm approx.
Maidenhair Fern
V: 36.3cm x H: 44.7cm approx. V: 36.3cm x H: 44.7cm approx.
Eucalyptus
Gold
Lustre
Rosewood
Shadow Floral
V: 60.9cm x H: 141.8cm approx. V: 57.5cm x H: 134cm approx.
Waterfall Garden
V: 58.8cm x H: 137cm approx. V: 57.6cm x H: 134cm approx.
These designs can be printed on demand onto any of our furnishing textiles, wall vinyl, window film or roller blind base substrates. To view our range of options and to order samples visit materialised.com.
Azure Azure
Lustre
Gold Midnight Earthen
Earthen
Nimbus
Eucalyptus
Eucalyptus
Wall Concept: 4 Colour Palm Gathered Mist
Parkland
Sydney
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Image Props: Natural stone samples - Lusso Group | Handles - Handle House | Concrete samples - Mayde Concrete