More selected projects

Dan Murphy's
The Cellar

 

We are very proud to unveil the latest concept to launch under the Dan Murphy’s brand.

Targeting a more premium audience, The Cellar elevates the brand to provide a tiered offer in store. On entering, customers are presented with a curated selection of the latest, new and trending products.

Moving through the space, the central area facilitates browsing and discovery, and at the rear of the store is a more exclusive collection for the more discerning and experienced consumer.

Interior Design / Brand Communications

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Flexible areas have been created to provide regular opportunities for customers to sample new and trending products, gaining valuable information from expert wine merchants who are always on hand to help.

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The in-store communications are understated, allowing product presentation to lead. Simple typography and a restrained colour palette provide a timeless aesthetic, with brand character introduced through layout and texture.

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Store navigation has been reduced and refined to provide subtle navigation cues and occasional brand moments. Balance has been carefully considered to ensure the focus remains on the environment and the products.

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