Dan Murphy's
The Cellar
Martin Place
 

A premium format brought to Sydney’s prestigious Central Business District with our long-standing collaborators at Dan Murphy’s. Following the successful launch of The Cellar - a neighbourhood format aimed at showcasing a more curated offering from the ‘largest range in Australia’ – this new central location is taking it up a notch. 

The discerning business district target audience are treated to a variety of super-premium high ticket bottles, events and tastings by in house wine merchants, as well as from respected vineyard owners presenting rare vintages.

Interior Design / Brand Communications

The design retains elements of the neighbourhood format with an elevated architectural palette alongside premium visual merchandising touches. The communications are subtle and secondary in this space, where service and product are the hero.

The building itself posed some challenges as a protected property, requiring thoughtful integration of existing features – as well as the location having a cultural and emotional significance with Australians. The exterior signage required careful consideration of the planning restrictions – while maintaining the unique brand identity.