i2c_Search_Icon

    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

    IMAGE BANNER BLOCK_DM_South_Melbourne

    Dan Murphy’s new South Melbourne store is the first to be redeveloped with the new R2.0 concept design

    MEDIA Block LANDSCAPE A_DM_South_Melbourne

    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.

    MEDIA Block SQUARE B_DM_South_Melbourne
    MEDIA Block SQUARE A_DM_South_Melbourne

    Customers can educate themselves by exploring areas in the stores which have information about a specific product or segment

    3UP MEDIA BLOCK C_DM_South_M
    RELATED PROJECTS
    Dan Murphy’s Secret Harbour
    Dan Murphy's Secret Harbour

    Wajuk Country | Secret Harbour, WA

    Eastern Creek Quarter – Stage 1
    Eastern Creek Shopping Centre

    Dharug Country | Eastern Creek, NSW