The Influencers: Zahava Elenberg

Zahava Elenberg is a recognised name within the Global design industry. Initially co-founding Elenberg Fraser with Callum Fraser in 1998 at the age of 24, Zahava completed her first first project over $50m before she had even finished her architecture course at RMIT University.

Zahava is involved in all forms of Melbourne apartments, be it through architecture firm Elenberg Fraser, or the impressive Move-in, a company designed to offer furniture packages for a set price, taking away the stress of interior design for the casual property purchaser.

ApartmentDevelopments:
Since 2002, when Move-in was launched, have you seen many changes in design, style and furnishing? Have trends in the past for accessorising reappeared today?

Zahava Elenberg:
Over the last decade we have certainly noticed clients expect an increasingly higher level of design - there is more access to design based furniture and accessories now at affordable prices and the market has become more educated and expects a curated approach. While trends change, we try and keep the Move-in look simple where the accessories and soft furnishings are the elements that bring the space to life - and are the bits that are easily changed and updated. Although, sometimes I do look back on our earlier installations and think - wow that's so 2002!

AD: 
You offer furnishing solutions to a wide range of property and hospitality groups; hotels, resorts, serviced apartments, student and workforce accommodation and individual packages for display homes, marketing suites, corporate and executive leasing, investment properties and private residences. Of course you would have to cater to each and every need and tailor the furniture to suit that group. Student and workforce accommodation would require different furnishing and detailing as opposed to marketing suites - How do you manage to offer a different detailed turn-key furniture volume package for each group?

ZE:
We review the requirements of each project differently - from budget to demographic, use and longevity. Where possible we work with our clients to ensure our solution reflects the marketing and advertising material presented to purchasers. We also work closely with the project designers to deliver a look that is commensurate with the project's identity. We do not have a cookie cutter approach to what we do - instead we evaluate each project based on a set of criteria defined by the client and end user. We pride ourselves on our ability to deliver a great look for a great price. 

​AD: 
Move-in is very popular in Australia today. How does your team ensure all projects are done on time?

ZE:
We have a great team that makes sure all orders are prepared for delivery by the promised date. There are always things that you need to navigate and manage in the background, especially when there are thousands of individual products to order, pack and deliver - but we have great suppliers and logistics teams. We live by our motto 'all you have to do is move in' - and try to make the process as seamless as possible. 

​AD: 
Zahava, throughout your career, you have had many entrepreneurial achievements including the Australian Telstra Young Business Woman of the Year. Do such achievements lend you that extra confidence in your project designs?

ZE:
I have a great design team at Move-in - they don't seem to need me anymore!

​AD: 
For those interested in complete and contemporary turn-key furniture packages, is the application process for Move-in a long and arduous one, or one that is simple and easy to go about?

ZE:
Our business is separated into two sectors - General Sales for individual clients and small projects, and Project Sales for multi room deliveries. For General Sales we have a range of standard packages that can be tailored for each client, and depending on the final package, we usually deliver within 2 weeks. It's a simple process and most of the time it's done on line, via email or over the phone with our designers and sales team. 

The process for Project Sales is more involved as the inventory is more complex and usually requires prototyping and a range of samples to be signed off before we go into production. However the process is the same - we prepare a range of package options and workshop these with the client until the final package has been confirmed and ready to order. 

We have a beautiful showroom in Southbank where most of our products can be seen - and we also use it as a prototype showroom where we can set it up to represent a project we are working on so the client can see all of the elements together.

Once orders have been placed, we run the entire process from beginning to end and liaise with the client to co-ordinate delivery and installation. It is streamlined and simple process for both General and Project sales.

​AD: 
When working with a limited space, say in serviced apartments for example, as opposed to large investment properties, what advice would you give to those decorating and furnishing restricted spaces?

ZE:
Our advice is always the same - keep it simple and appropriately scaled. We use styling and accessories to add colour and personality, while the main furniture pieces remain simple and neutral.

​AD: 
Out of all the volume packages Move-in offer to the property and hospitality sector, do you have one in particular that you enjoy most working with to furnish and accessorise?

ZE:
We love working on projects where there is scope to try new things. It is also great when you can collaborate with the project design team and work to run the brand through the property from the interior design to the styling and accessories. The best clients are those who are adventurous and happy to explore a range of ideas. I guess that's true for any industry! Although as a side note - sometimes having a really tight brief and budget forces you to be inventive in different ways - which can be equally rewarding. Sometimes we look back at the end of a job and say - we did that for that - amazing!

​AD: 
When dealing with serviced apartments and executive leasing, you said you work directly with the operator or property owner for short term and executive leasing packages. How important is it to you and your team to initiate and maintain a positive relationship with your clients? Would you be able to successfully do this job without having a strong association with those that you work with?

ZE:
Relationships are the most important thing. We aim to have open, transparent, collaborative and long term relationships with all of our clients. We often have to manage complex scenarios so it's good to have open lines of communication as well as excellent problem solving skills. We deal with thousands of products on large projects so we have to be able to think quickly and imaginatively when things go awry and be ready with a set of solutions. We could not do this without positive client relationships. We have been working with some of our clients since we started - and have established strong friendships over that time.

​AD: 
Investment properties are a great way to increase wealth and secure a financial future. From your experience when dealing with investment properties, how important is it to make the property attractive to renters?

ZE:
It is imperative that the market is differentiated - that not all available properties are the same. We offer a point of difference in the market place, especially when there is an abidance of apartments are hitting the market at the same time. We offer agents, developers and investors a range of solutions to ensure their property can stand out in a competitive environment. Fully furnished and managed properties can generate greater returns and investors can maximise depreciation benefits - and the out of pocket cost can be surprisingly low. We also work with developers to manage unsettled or retained stock and collaborate with property managers to provide a comprehensive furnishing and management solution.

The market is more savvy and educated these days too - and many decisions are based on aesthetics, not just price. People are willing to pay for a property or hotel room that is nicely furnished... and that's what we try and do: offer a great point of difference, value for money and a seamless process for all of our customers.

Move-in is offering a 15% summer sale on all their furniture packages before Christmas Day.