The retail system was put to the test when Optus opened an experiential flagship store just three months after the new concept had rolled out nationwide. Optus on George was designed as a motion-first store, so our challenge was to turn a static system into a digital retail experience.
Council restrictions meant we weren’t able to use price-driven offers in the attract zone. Instead, we created a suite of custom illustrations that flanked the front entrance to draw customers in. Once inside, it was important to balance price-driven messages with moments of calm to enhance the premium store experience.
The result? You can see for yourself. Optus on George is now open at 383 George Street, Sydney.