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A comprehensive re-design of the customer experience to transform Australia’s oldest department store and re-establish its brand principles: bold, extraordinary, modern and sophisticated. The aspirational, fashion-led new attitude – with a restrained monochrome palette, digital displays and premium finishes – differentiates David Jones from its competitors and appeals to a younger, more fashion-forward audience.

Where, When

Eastland, Melbourne, Australia; October 2015

About the client

Founded in 1838, David Jones is the oldest continuously operating department store in the world still trading under its original name. Its owners (South African retail group Woolworths Holdings Limited) are investing heavily in store environments, visual merchandising and systems. Already the elevated design and service seems to be having an impact – sales grew by 12.2% in the 20 weeks to mid-November, its sharpest increase in 15 years.

A bit more detail

Key features include a striking casual fashion area framed in tinted glass, a premium branded atrium café, and a beauty hub where customers can receive expert advice and product recommendations from sales staff. We designed the total experience, from a carefully crafted refresh of the current graphic identity to a full communications and navigation approach for the space.


Working closely with David Jones’ in-house store development team, we delivered a full-line department store from inception to completion in a year. The concept will appear across several new stores and existing locations including the most recent unveil, the luxurious new accessories department at Bourke Street, Melbourne.

More projects

5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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