Optus Bourke Street Mall store recognised for creative and innovative retail design

• Optus’ new flagship Bourke Street Mall store has been nominated as a finalist in the National Retail Awards 2023. 
• The store has also been awarded a Silver medal in the SYDNEY Design Awards 2023. 
• Optus has challenged the traditional telco retail model, offering an immersive, experiential retail destination at Bourke Street Mall.

Optus’ flagship Bourke Street Mall store in Melbourne has been recognised for utilising innovative design principles, earning the store a place as a finalist in two categories in the National Retail Awards – Innovation Retailer of the Year and Store Fit-out of the Year.

The store has also been awarded a Silver accolade in the Flagships and Showrooms category at the SYDNEY Good Design Awards 2023.

Optus partnered with Greater Group, a global retail design and build agency, to create a shoppers’ playground which sets a new standard for customers’ connectivity experiences and defines the future of shopping with the telco.

The National Retail Awards celebrate retailers dedicated to championing innovations in retail and embracing new store functionality, technology and design to deliver an exciting customer experience.

The SYDNEY Design Awards program provides recognition across a range of categories celebrating the creativity of those who are leading the way in design excellence.

The Interior Design Flagships and Showrooms category calls out innovative and creative flagship stores, discovery centres and showrooms.

Optus’ futuristic Bourke Street Mall store showcases products and services in an immersive way, enabling customers to engage with the latest content offerings, smart home devices and business solutions in more personal and exciting ways than before.

In partnership with the Greater Group, Optus worked closely to ensure the store design adhered to sustainability commitments and to create a distinctly “Melbourne” look and feel in a nod to the city’s culture and history.

Local artist Adrian Doyle’s artworks mirror Melbourne’s laneways with a graffiti-style mural featuring an Optus supercar in distinctive yellow and teal.

Product displays have been developed with flexibility and experience in mind allowing overnight transformation for events, SMB classes, promotions and more.

Reclaimed brick is used throughout the store, and the ceiling space was opened to expose original skylights in the heritage-listed façade, bringing more natural light into the space and reducing dependence on artificial LED lighting.

Customers are taken on an interactive journey across dedicated “Smart Spaces” zones, including Gaming, Health and Fitness, Garage and Outdoor, Home Office, Lounge and Living Spaces, and Home Security.

Each zone features realistic mock-ups of spaces such as the living room or home office which creates an entirely new demonstration area and shows what a connected technology ecosystem would look like in a real-life setting.

The smart appliances on demo have been carefully selected so our expert staff can teach customers how they can reduce their carbon footprint and water usage.

Optus Bourke Street Mall is a cultural, community and tech destination where customers can fall in love with the latest tech, explore all of Optus’ connectivity options and be inspired by our experts. 

Media contact:
Anthony Giannopoulos
Optus Corporate Affairs
02 9037 8179
media@optus.com.au