Home renovators turn to steel

The Australian Steel Institute (ASI) is enjoying a strong response to a campaign promoting the benefits of durable and stylish Australian steel in home renovations. 

The roll former-funded Choose Steel campaign employs a website (www.choosesteel.com.au) to promote steel as the preferred building material for home renovations. 

Australian-made steel for roofing and frame solutions offers many advantages when renovating or building a new home. These include design flexibility, contemporary aesthetics, strength, long-lasting, low maintenance, fire performance, sustainability and thermal efficiency to name a few.

The website features a collection of compelling case studies (including Silver Back House, opposite), practical dos and don’ts for home renovation, and a comprehensive list of steel suppliers specialising in home renovations. Two thousand users visited the website in the first two weeks.

The ad component of the campaign employs digital billboards at key Melbourne transport locations including motorways. Social media posts on the campaign are also being published to a ‘Choose Steel AU’ address across Instagram, Pinterest, Facebook, YouTube and LinkedIn, pointing home renovators to the Choose Steel website and its list of steel suppliers. 

Melbourne was chosen as the initial launch site for the ad campaign based on research suggesting strong interest in Melbourne in steel as a building material for home renovations.

Interested consumers can choose one of the listed ‘trusted suppliers’ and go their website or get in direct contact with them for more information. 

Success could see the ASI roll out the campaign to other states – and a range of other steel products targeted using the same Choose Steel formula. Choose Steel will also be theme for the Australian Steel Convention in Melbourne from September 10 to 12.

Participating steel supplier partners in the promotion include BlueScope, Fielders, Lysaght, Metroll, Stramit, Stratco and Steeline.

Contemporary meets classic at Silver Back House

Streetscapes can gracefully evolve to accommodate contemporary designs without discarding a property’s character.

This is reflected in a residential project by Sydney-based architecture and design practice Goodwin Scarfone Belgiorno-Nettis (GSBN) that involved increasing the overall scale of a home to suit the changing needs of a young family.

The Victorian-era terrace façade gives little away to the avant-garde nature of the extension that lies at the rear of the property, nor to the prominent role that CUSTOM ORB® has played in the project.

“The use of unpainted ZINCALUME® steel in CUSTOM ORB® allowed us to add a contrasting architectural element that celebrated honest, raw Australian materials,” GBBN director Henry Goodwin said.

“The dialogue between different traditional Australian building materials led us to the composition of a CUSTOM ORB® exterior finish with timber framed glazing and aluminium hoods contrasting the existing rendered and painted Victorian-era terrace.”

“Balancing the cool, silver tones of the ZINCALUME® steel material with varying shades of timber gave the project more visual depth. This mixture also helped tie in the design’s natural features including the pockets of planting evident in the gaps of the façade.”

Photos by Katherine Lu.


On point

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