Looking to refresh the look of its retail stores, Optus engaged Collectivus as a design partner to deliver the brand’s first-ever experiential flagship store in Sydney’s George Street.
The dual-level store has been specially designed for user integrated experiences to allow customers to touch, feel and try the latest in Optus technology.
The interactive store showcases a kitchen, lounge room and entryway fitted out with smart home technology, providing a familiar space for customers to use the Optus product. Extending the store into the virtual world is the integration of an interactive TV screen demonstrating the benefits of how entertainment and the Internet of Things (IoT) will play out in real life.
The entire store has been designed to ensure every touchpoint, from design elements through to visual merchandising and purchasing, is centred around the consumer experience.
Moving more towards a multimedia led company, the Optus flagship is designed to be at the forefront of retail using digital technology to provide memorable experiences for consumers and deliver a smart home experience. With consumers relying heavily on technology to make their lives easier, the connected home concept becomes an extension of this.
Customers are encouraged to come into the store, move from zone to zone and experience the products as they would in their own home. Rather than simply selling a product off a table, Optus staff are moving towards educating customers about in-store products as they experience them.
Photography by Ben Guthrie