INSIGHTS: Why are Australians so invested in design?

Photo: Jardan

In a country known for its natural beauty, it's no surprise that Australians are increasingly focused on creating equally beautiful spaces indoors. Walk into most Australian homes, from a sun-drenched coastal retreat to a tight city apartment, and you will find one thing: design is not an afterthought. It is embedded, an expression of identity and lifestyle.

In the evolving world of modern luxury, Australians are showing a growing appetite for meaningful design and they’re not afraid to invest. 

While global luxury spending is softening in categories like fashion, the home has emerged as a resilient space for premium investment and Australia is no exception. Unlike in many markets where fashion or technology dominate discretionary spending, Australian consumers consistently allocate a significant share of wallet to enhancing their interiors. In fact, Australians spent over AU$70 billion on furniture and homewares in 2024, making it the second-largest retail category after groceries. Notably, eCommerce furniture and homeware sales surged +22% year-on-year, outpacing fashion (+15%) and electronics (+6%). A clear sign that design has become an essential purchase, not just an aspirational one, and that curating a home sanctuary remains a national priority.

Why do interiors & design resonate so well here?

Australia’s relationship with design is shaped by geography, climate, and lifestyle. Homes are often larger than in other major cities, with layouts that flow between indoors and outdoors. Natural light, calm palettes, and spatial serenity are standard, not aspirational. But there is also an emotional undercurrent: design, for many Australians, is a way of establishing a sense of place. This grounding is echoed in the popularity of natural materials, thoughtful minimalism, and a preference for quiet luxury over ostentation.

Even internationally, Australia’s design culture has earned recognition. Vogue Living Australia remains the only Vogue edition in the world solely focused on interiors and design. A powerful reflection of just how central this category is to the national lifestyle.

Photo: Vogue Living (May/June 2025 issue)

In addition, local talents are shaping global tastes. Australia’s contribution to the global design conversation is equally impressive. Interior designers/architects like Greg Natale or Blainey North, whose practice spans luxury hotels, super yachts, and private residences from Sydney to New York, showcase the country’s capability in crafting quietly luxurious, highly personalised environments.

Studios like Flack Studio, Alexander & Co., and Smart Design Studio are setting a new bar for aesthetic intelligence, with work that blends global sophistication with uniquely Australian warmth and restraint. These creative forces are shaping how luxury is experienced, through space, material, and feeling, in Australia and beyond.

Blainey North as one of the Vogue Living Top 50 creatives 2024. Photo: Blainey North.

What does this mean for brands?

For brands entering or expanding in the Australian market, recognising the importance of interiors & design is essential. The interior category in Australia presents a clear opportunity for luxury brands and designers: an audience that is willing to spend more, wait longer, and invest deeper into pieces that resonate with their values and aspirations. But expectations are high. Australians want designs that’s beautiful but functional, international but relevant, minimal but warm. Pricing alone won’t carry the luxury signal; the full brand experience: content, styling, and storytelling matters more than ever. 

Another signal of luxury shifting inward is the booming home fragrance and decorative object category. Australia’s candle market alone is worth over AU$130 million in 2025, growing at a 5% CAGR. Decorative candles, sculptural diffusers, and room fragrances from international brands like Trudon, Loewe Home Scents, and Jo Malone are gaining cult followings creating collectables, mood-setters, and often the entry point into a broader luxury lifestyle. On the other hand, local brands are more popular than ever and further boosting this category market surfing the natural material and ‘Australian made’ waves.

Photo: Dinosaur Design.

The home is not just a backdrop, it is a stage for storytelling, a site of investment, and increasingly, a key driver of purchasing decisions. From luxury furniture and lighting to collectible home fragrances and sculptural accessories, the opportunity lies not in scale, but in depth.

A pleasant reminder that luxury is not loud, it is lived!

Source: statista, ibisworld, Vogue Living Australia.