Dan Murphy's
South Melbourne
The design has been informed by consumers, focusing on the increased demand for local products and centres around the shopping experience that includes education, discovery, technology and sustainability.
LOCATION
Boonwurrung, Wurundjeri Country | South Melbourne, VIC
CLIENT
Endeavour Drinks Group
YEAR
2021
STATUS
Complete
BUILDER
Insitu Group
PHOTOGRAPHY
Endeavour Drinks Group
Dan Murphy’s new South Melbourne store is the first to be redeveloped with the new R2.0 concept design
The Dan Murphy’s South Melbourne store design caters for a range of 450 cold craft beers, of which 30 per cent will be supplied by local Victorian breweries. Customer insights inform the new ranging decisions in each store, products are handpicked to cater for what locals love.
The new store incorporates a heavy focus on in-store education, fresh beer delivered weekly straight from the brewer and served from growlers, more craft beer and digital shelf technology that sends beverage information to shoppers’ phones.
Customers can educate themselves by exploring areas in the stores which have information about a specific product or segment
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