Dan Murphy's
South Melbourne
 

We are very excited to share one of our latest projects to open in Victoria, Australia.

Working closely with Dan’s Format & Design Team, the proposition pays homage to the original store on Chapel Street – a store which personified discovery and value. With a new brand vision in place, our role was to retell Dan’s story with today’s consumer in mind.

Interior Design / Brand Communications

At the heart of the store, Dan’s personality is most evident. This is a space celebrating wine and beer drinking, a flexible ‘bar’ area where Dan hosts events, master-classes, group tastings and even invites new and exciting suppliers to showcase their latest offerings.

Within the space, platforms for curation evolve as the new and emerging products do, knowledge and education are evident through bespoke displays and product stories.

A layer of experience and convenience help shoppers to find what they’re looking for and value can be found throughout the store.

The individual categories surround and touch the central ‘Magic Moment’, each one open and clearly identifiable – but also each with a level of intimacy, encouraging customers to dwell and really connect with the products.

“Very proud to have been a part of the team to have launched the new concept of Dan Murphy’s at South Melbourne today! To see the ambition of the business come to life has been amazing to be a part of. Thank you to all our supplier partners and in particular the team at Twelve Studio.”

Lisa Cleggett, Design Manager
Woolworths Supermarkets