Bringing wine tasting to Melbourne’s high-street

A brand experience designed for connoisseurs

Dan Murphy’s is Australia's leading liquor retailer, with a store portfolio stocking an increasingly extensive range of local brewers and international imports. To bring to life the passion and retail expertise of the founder Dan Murphy, and further elevate the brand's positioning in the market, we created a one-of-a-kind concept store; the Dan Murphy's Cellar. A world-class retail and hospitality experience, located in Melbourne's iconic Chapel Street - where Dan had his first ever store.

Targeted at wine connoisseurs, this Flagship concept store features the most comprehensive collections of rare, back vintage and hard-to-source wines in Australia. By bringing expert wine tasting experiences and exclusively sourced products directly to the high-street, we elevated their brand experience from premium stockist to an unrivalled market specialist. It's now a leading shopping destination in Melbourne on Tripadvisor, and drove enviable brand re-appraisal amongst their existing customer base.

Dressed to impress: To position the store staff as fine wine specialists and reflect Dan Murphy's more premium brand experience, we created a new uniform inspired by brewers and ateliers.
"Dan Murphy’s Cellar is not an exercise in how fast you can fill a shopping basket, but rather a wine and whisky education." - Kim Lamb, Food & Travel Writer

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If you are looking for an global retail design agency in London to lead your brand experience project, let’s talk. You can also check out some of our award winning retail concepts on our work page, or take a look at our Wonder blog for all the latest consumer insights and creative inspiration.

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