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.
Eastland, Melbourne, Australia; October 2015
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.
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.
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