Forge by Mirvac, Docklands
Project Overview
Forge at Yarra’s Edge forms part of Mirvac’s long-standing Docklands masterplan — a residential tower shaped by waterfront context, wharf heritage and a distinctly urban sensibility.
DMP Creative was engaged to furnish and style a range of apartment types as sales displays, translating architectural intent into fully realised, emotionally engaging spaces that could resonate with different buyer profiles.
Rather than applying a one-size-fits-all styling formula, each apartment type was strategically tailored to its target demographic while maintaining a cohesive narrative across the development.
Styled apartment types included:
• 1 Bedroom – Apartment 10.57
• 2 Bedroom – Apartment 2.04
• 3 Bedroom – Apartment 15.06
• The Loft product – a New York-inspired offering
Scope of Works
• Full furniture curation and procurement
• Styling and installation across multiple apartment layouts
• Custom artwork commissions referencing the Yarra River and Docklands environment
• Design coordination of bespoke furniture pieces created specifically for the project
• Collaboration with Mirvac’s design and marketing teams
The objective was clear: allow buyers to step inside and instantly understand who this apartment was designed for.
Apartment 2.04 – The Design-Savvy Professional
The two-bedroom display leaned into a mid-century sensibility. Clean lines, warm timbers and considered statement pieces positioned this apartment for the design-aware professional or downsizer who appreciates form and quality.
The styling struck a balance between sophistication and comfort — aspirational without feeling overworked. It communicated confidence rather than trend.
Design Approach
Forge draws from Docklands’ industrial and maritime history. The styling response needed to honour that context while remaining refined, contemporary and market-aware.
Materiality was layered and deliberate. Textured timbers, tailored upholstery, sculptural lighting and tonal palettes softened architectural edges without diluting the building’s strength.
Each apartment type was approached as a distinct persona.
Challenges & Strategic Considerations
Styling for a developer environment requires more than aesthetic instinct.
Each display had to:
• Photograph exceptionally well
• Support Mirvac’s broader marketing narrative
• Appeal to clearly defined buyer segments
• Feel cohesive within the building’s identity
• Withstand repeated public traffic
• Be delivered efficiently within development timeframes
Custom artwork referencing the local river and wharf landscape reinforced the building’s connection to place. Select bespoke furniture pieces were developed specifically for Forge, strengthening the uniqueness of the offering.
Across all typologies, the overarching objective remained consistent: clarity.
Buyers needed to understand not only what the apartment looked like, but who they would become living in it.
Apartment 10.57 – Compact, Luxurious, Playful
The one-bedroom needed to feel generous despite its footprint. Designed with the urban first home buyer in mind, this apartment embraced a more luxurious and playful tone.
Layered textures, bold accents and carefully scaled furniture elevated the space without overcrowding it. The message was clear: smaller can still feel special.
It wasn’t styled as a compromise. It was styled as a choice.
Outcome
Forge achieved strong market response and ultimately sold out — reflecting both Mirvac’s development strength and the effectiveness of the presentation strategy.
By aligning furnishing direction with buyer psychology, DMP Creative ensured each apartment type felt intentional rather than interchangeable.
The result was a cohesive yet highly differentiated display suite that supported sales while reinforcing the architectural integrity of the building.
Apartment 15.06 – Relaxed Coastal Family Living
The three-bedroom display adopted a softer, more relaxed direction.
Subtle coastal undertones, natural textures and an easy tonal palette created a family-friendly atmosphere without veering into cliché. It felt grounded, liveable and calm — ideal for buyers wanting space, comfort and longevity.
Durability and proportion were carefully considered to ensure the apartment felt practical, not purely presentational.
Buyer Engagement & Community Activation
Forge extended beyond static displays.
Mirvac invited DMP Creative to host a “Meet the Designer” styling workshop for residents within the Yarra’s Edge precinct, along with prospective buyers considering Forge. The session offered practical advice on furnishing compact apartments, layering texture, selecting artwork and creating cohesion within contemporary architectural envelopes.
This initiative reinforced the development’s design credibility while positioning styling as an accessible, value-adding layer rather than a cosmetic afterthought.
It also demonstrated DMP Creative’s ability to translate commercial display concepts into real-world guidance for residents, bridging the gap between marketing vision and everyday living.
The Loft – Urban, Sleek, Considered
Forge’s Loft product referenced New York-style warehouse living. The styling responded with a sharper, more architectural approach.
Cleaner lines, deeper tonal layering and a restrained palette created a moodier, more urban environment. This offering appealed to a savvier buyer — perhaps an investor or second-home purchaser wanting something distinct from the typical one-bedroom configuration.
The Loft felt curated, confident and deliberately different.
Distinct spaces. Unified vision.
If you’re a developer or builder looking to present your project with clarity, cohesion and commercial intelligence — from compact urban apartments through to premium multi-bedroom residences — DMP Creative can help translate architectural intent into spaces buyers genuinely connect with.
Get in touch to discuss how strategic furnishing and styling can elevate your next project.