Optus ‘Yes’ flagship, Sydney
383 George St, Sydney NSW 2000, Australia
As part of a nationwide rebrand, Australian telecommunications company Optus has rolled out a new-look experimental store at its flagship on Sydney’s George Street.
With design from Unita and Collectivus, the aim was to create a store that’s never been seen before – and one that’s customer-first and rich with memorable moments. Aligned with the brand’s tagline, the flagship offers ‘yes’ moments throughout.
Heavily oriented toward the smart home trend, the store is wide open and homely, featuring hands-on displays that allow consumers to immerse themselves in the future of living.
For Optus’ George St flagship, Unita has created an immersive experience designed entirely around integrated user experiences.
Divided into multiple zones including an interactive lounge and a smart kitchen, the store gives consumers the opportunity to experience products within a life-like environment before taking them home. Customers are directed from zone to zone and into adjacent service areas by floor-to-ceiling screens that both entertain and act as wayfinding devices.
Throughout the store are opportunities to explore smart home features first hand. Consumers can change the colour of strip lighting, turn on a kettle or remotely monitor and unlock a front door. Upstairs, a wide-open lounge area lined with oversize screens is geared towards entertainment, and encourages consumers to settle in.
Digital is ubiquitous throughout, with the store showcasing screens totalling 120m pixels, along with virtual reality offerings and Australia-first 4.5G technology.
Immersive, memorable and interactive, the store speaks to today’s lifestyles while also tapping in to the future – and the growing demand for smart-home products.