After undergoing a thorough refurbishment, Myer Warringah has re-opened, delivering a sensory shopping experience aligned to the needs and expectations of the customer.
Frank Alvarez of Woods Bagot, who designed the store, says it reimagines the excitement of the department store experience in days past, where service and socialising was paramount. “Architecturally, we crafted a series of components and rooms that define departments that create opportunities for stand-alone brands to stage their experiences, all while enabling an efficient overlay of the Myer brand and services,” he says.
Introducing an intuitive store layout, each zone sits comfortably on its own while still seamlessly interacting and relating to the other sections of the store. This kit-of-parts approach allows clear segmentation between departments alongside natural wayfinding throughout the store.
“Bringing back the immersive shopping experience of the great department stores, the project presents an opportunity to create a strong design narrative for Myer’s ‘store of the future’,” says Alvarez. “We spent many months collaborating with Myer on issues such as relevance, customer character and brand equity – placing customers at the heart of all decision making.”
The design balances the retail demands of a leading department store with the casual lifestyle of Sydney’s northern beaches.
The finishes comprise a variety of materials selected to convey quality and an aspirational ambience for customers. Used to define space, materials such as engineered stone, glass, fabric and metals have been applied, reflecting the various customer demographic and providing each department a sense of identity. Raised ceiling heights and dramatic visual merchandising create a theatrical experience – encouraging customers to explore and wander.
Myer Warringah is the first of a series of major refurbishments planned for the Myer’s new strategy, which encompasses a $600 million investment over five years to deliver a sharper and more focused offering to customers. “We have reinvigorated the range and brands, significantly enhanced the customer service, and brought in new innovation to create a world-class experience that sets a new benchmark in contemporary retailing,” says Myer CEO and Managing Director, Richard Umbers.