David Jones

Re-establishing an iconic brand

David Jones
What we did:
Research & Insights, Customer Experience Strategy, Communications Design, Packaging & Brand Collateral, Retail Design, Format Strategy
Melbourne, Australia
Retail Design Institute

The Challenge

Founded in Australia in 1838, David Jones has a rich heritage. It’s the world’s oldest continuously operating department store still trading under its original name. We have worked with them from 2014 to elevate the in-store experience and re-establish the brand.

David Jones interior

The Solution

Within a year, we delivered a full-line department store from inception to completion. Working closely with David Jones’ in-house store development team, we transformed the customer experience to re-establish the store’s brand principles: bold, extraordinary, modern and sophisticated. A new aspirational, fashion-led 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.

Standout features

A number of key features make for a memorable experience. A striking casual fashion hub is framed in red-tinted glass, lingerie and footwear department are turned into clear destinations with bold design, and a premium branded atrium café sits in the heart of the retail space.

Beauty packaging

We redesigned the packaging for David Jones' skincare collection. Creating the concept "Beauty with personality", we transformed the range to be covetable amongst fashion-forward customers.

The Atrium

Shoppers can relax with a cup of coffee in the Atrium café. We branded the space to feel luxurious, using touches of gold throughout.

A new accessories department

We redesigned the accessories department of David Jones’ Bourke Street location, creating a luxurious space for handbags, accessories and jewellery. The hall hosts a cluster of multi-brands in the central space, surrounded by a series of key brand shop-in-shop concessions for a boutique effect with bespoke lighting to define the different zones.

International steps

In 2016, we helped David Jones take its first international steps with a new store in Wellington, NZ. The new site features the same contemporary, award-winning design ethos as the store we designed in Eastland, Melbourne. It’s a real destination in the area, giving the city a new level of retail luxury and featuring a specially curated assortment of David Jones’ best local and international brands.

DAJ0016 XL


Retail Design Institute International Store Design 2015
New or Completely Renovated Full-Line Department Store winner

What people are saying

A superb example of our transformation strategy brought to life and a demonstration of the future at David Jones...a world-class shopping experience with a beautiful, contemporary new store design, dynamic visual merchandising, enhanced shopping services and a re-energised customer service model.” Ian Moir
CEO, Woolworths

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street

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