A new era for David Jones, Australia

Creative agency, Dalziel & Pow has transformed the iconic Australian department store David Jones with a new bold and aspirational store concept. More here.

Dalziel & Pow
By Dalziel & Pow
Posted 03. 12. 2015
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We’ve created a modern, luxurious new store environment for David Jones, Australia’s most iconic department store.

Our new design elevates the store experience with a more fashion-led, aspirational attitude, differentiating David Jones from its competitors and appealing to a younger fashion-forward audience. Bold and sophisticated – it re-establishes the brand’s principles through a restrained monochrome palette, premium finishes and confident digital statements.

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The customer journey is punctuated with a number of key features, including a striking casual fashion hub framed in red tinted glass, a clear destination for lingerie and footwear that brings authority to those ranges, and a premium branded atrium café offering great coffee in the heart of the retail space. One of the most exciting destinations is an interactive beauty ‘campus’ offering masterclasses and great value pampering treatments thanks to a partnership with Beauty EDU.

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Debuting in October with a new two-floor, 77,000sqft department store at Eastland, Melbourne, our concept will be appearing across 10 new stores over the next four months. Meanwhile, existing stores including Bourke Street (its Melbourne flagship), Pacific Fair and Wellington, New Zealand are being refreshed. Bourke Street recently opened a new Luxury Accessories hall on the ground floor, where a cluster of premium multi-brands sit in the central space and are surrounded by a series of key brand shop-in-shop boutiques, bringing an upscale brand line-up to the city.

These are the first steps in David Jones’ commitment to investing in design to create world-class store environments, with the intention of maintaining this 177-year-old retailer’s position as the best department store in the southern hemisphere.

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