TELSTRA

Telstra is Australia's largest telecommunications and media company, and the country’s leading provider of mobile phones and devices, home phones and broadband Internet.

After successfully designing Telstra’s Customer Insight Center, the company approached us with a request to integrate the ideas around digital engagement into the retail customer experience in the Sydney flagship store.

Design a groundbreaking retail experience where the products and solutions are customized to the individual needs and interests of the consumer. Create a unique “omni-channel” experience leveraging and integrating the best of at-home, online, and in-store touch points to create a connected, personal shopping experience. To bring all these elements together, we created an environment where the physical and digital worlds gracefully collide and customers can move seamlessly between them. The store has a circular format that encourages both movement and browsing, including an interactive product “device lab” table that invites customers to evaluate multiple products side by side.

For years, the online shopping experience has leveraged data about shoppers and used this data to push content and products to consumers based on shopping preferences and habits. We wanted a physical retail environment to begin to have this same kind of intelligence—to provide more meaningful interactions and support more shopper insight.