Eclat – A family of brands

Venturing into every coworking and flexible workspace in Melbourne, investigating first hand the design tangibles and the business models at play; discerning their realities and tantalising over how much further this format could go beyond these accepted norms of relentless spatial efficiency, increasing human density per sqm and cost effective design choices at the expense of end user experience. 

Elevating interior design resolution throughout the entire floorplate, investing in significantly higher quality furniture and technology as well as bringing the hospitality elements and service facilities directly in line with operations and the product offering were essential; and this is perhaps what Eclat is now perceived to have differentiated with. But in truth the dream, the vision and the future is far more fundamentally associated with the brand family itself and the relationships we form along the way as we continue to increase our scope of integration with the physical structures we inhabit.” 

“In my travels most brands I encountered were defined by places and things. Working clubs, office squares, spaces plus, desk hubs etc. Brands selling either what or how, or trying to differentiate by reclassifying the terminology of coworking itself rather than innovating & elevating the fundamentals of what had become a somewhat tired and saturated market by 2020. 

As a brand proposition Eclat doesn’t represent a place, a thing, a what or a how. The creative vision for the future champions an all powerful why. With each of the functional sub brands within the family being descriptive of their purpose and offering. Operationally united by hospitality, design and aligned fundamentally by the lifestyle message itself. Speaking to emotions, to people, to their passions, pursuits, progress, achievements and their brilliant endeavours.Innovation, disruption and forward thinking is who are and who we’ll always be. Continually and consistently elevating, raising the bar to set new standards that ultimately benefit end user experience and wellbeing. Creating an entirely new market segment that interacts with the physical structure and its patrons in new and exciting ways. 

"We’ve only just begun.” – Jesse Hayes. 

"Eclat represents a lifestyle, defined by brilliance. Whereas the sub-brands are decriptive of their functions" 

Joining forces with now CEO Nick Maxwell, the year 2020 marked a pivotal moment for Eclat with the greenlighting of its first location located in Hawthorn East. Regardless of the pandemic era casting its dark shadow, creative engagement began with the support of the extraordinary talents of Mara Tonetti of SPGD, Zita Fernandez and Erin Maxwell; to solidify a consistent tone and style throughout the brand family. In parallel, the Forme team proceeded to convert digital interior design renderings into physical form. 

The launch of Eclat Hawthorn East in mid 2023 was not just a culmination of over a decade’s worth of dedication and development but also a stepping stone toward broader expansion of its operations and the scope of intellectual properties. The Eclat brand philosophy has attracted a team of brilliant staff and supportive partners, whose collaborative efforts are turning the vision into a palpable reality. With its roots firmly grounded in a narrative of brilliance and innovation—whether through design, service, or community. Eclat and its sub-brands have become the collective passion and shared vision of many loyal customers and dedicated team members alike. The definition of Eclat the same now as it was in 2011, to be brilliant; by shining light on each others endeavours and inspiring through action, achievement and insight. 

Why? TO BE BRILLIANT 

As Eclat prepares for expansion and to further innovate across its various platforms both digital and tangible, the brand itself is a living example of how a simple idea, when pursued with passion and creativity; can evolve into a legacy. The origin story of the Eclat brand is a narrative about perseverance and embracing potential. It serves as an inspiring blueprint proving that with dedication and persistence, any concept, can shine brilliantly.