Using a behaviour-centred design ethos, Melbournes Flagship Discovery Store places customers, staff and communities at its heart, supporting Telstra’s brand to ‘Create a Brilliant Connected Future’ and bridging the physical and online divide for their retail store design.
The building faces Melbourne’s Bourke Street Mall and has previously failed
as a 2-level retail space. A new retail environment alone would not achieve
the level of difference required for success. The new store design must
challenge and change ways of thinking and doing. The interior design needed
to change staff assumptions and behaviours. It had to change the function and responsibility
of a ‘retail store’. The new fitout must offer ways of integrating digital,
physical and human touchpoints. A successful store refurbishment would create ‘signature’
experiences to educate and add value to customers visits, so they leave ‘better off’.
ExpertiseBase Building Evaluation
- Robyn Lindsey
- Kahn Yoon
- Amanda Wood