Facilitating a curated experience that is visual and tactile, the design balances the retail demands of one of Australia’s leading department stores with the casual lifestyle of Sydney’s northern beaches. The design reimagines the experience of the department store experience in days past, where service was paramount.
Focused on elevating the customer experience, the design supports Myer’s new strategies by offering a quality, customer-first approach to the layout and design, setting a new benchmark for contemporary retailing in the process.
Introducing customers to the new retail environment and creating a sense of anticipation, the first opportunity the customer has to encounter Myer Warringah is via the façade. Fronting the mall, a new double-height fritted glass entrance creates a threshold usually experienced on a high street – now within a shopping centre context.
Moving through the spaces, the design provides a sequence of moments to surprise and delight whereby consumers are presented an out-of-the-box shopping experience tailored to their needs. Tangible in nature, Myer Warringah offers a streamlined and discoverable guest experience.
Introducing an intuitive store planning layout, each zone sits comfortably on its own while still seamlessly interacting and relating to the other sections of the store. This kit-of-parts approach allows clear segmentation between departments whilst allowing natural wayfinding throughout the store.
The finishes comprise a variety of materials selected to convey quality and an aspirational ambience for customers. Used to define space, materials such as engineered stone, glass, fabric and metals have been applied, reflecting the various customer demographic and providing each department a sense of identity. Raised ceiling heights and dramatic visual merchandising create a theatrical experience – encouraging customers to explore and wander.
Myer Warringah is the first major refurbishment of the new Myer strategy and is part of a greater than $600 million investment over five years across the business to deliver a sharper and more focused offering to customers.