Dan Murphy’s First Premium Cellar Store


Dan Murphy’s first premium Cellar store has opened in Lane Cove. This is the first of the drink retailer’s new premium concept stores, complete with a curated range of hard-to-find bottles displayed in a sophisticated, high-tech setting.

Dan Murphy’s wanted to create a destination store where wine lovers can discover and access some of the best wines from Australia and the world. The cellar ranges from some of the world’s rarest wines, including the first vintage of Penfolds Grange valued at $160,000.

Taking on the concept design from Twelve Architects, i2C worked closely with Dan Murphy’s and the consultant team to develop a comprehensive set of construction documentation, expediting lead times and ensuring a smooth transition to site due to the tight construction programme.

Technology has been used to enhance the customer experience and to preserve the wines. It also features state-of-the-art wine cabinets from storing varieties of wines at their ideal temperatures and enomatic machines to enable tastings of premium wines.

The cellar has a range of over 2,800 different products, with about 350 products so rare that The Cellar only has one or two bottles available. Discovery is at the heart of The Cellar, with on-demand tastings available any day of the week. Customers will also be able to live-chat with the Cellar’s experts directly from the cellar during opening hours, which facilitates a highly trusted and personalised service.

The new store concept is inspired by Dan Murphy’s founder Daniel Francis Murphy’s love and passion for wine, as he would travel the world to bring his customers new tastes and discoveries.

Client: Dan Murphys

Builder: Flexem Construction

Design: Twelve Studio UK

Photographer: Supplied by Dan Murphy’s

i2C Architects

i2C Architects