Optus | Sydney

A playful football-inspired zone brings energy and interactivity into the retail space.

Retail Strategy & Store Concept

#Australia
#Future Concept
#Sydney
#retail
#technology

A two level dynamic retail space in a prime Sydney CBD location. Optus is shifting focus, targeting digital natives and heightening brand appeal by being entertaining, responsive, engaging and agile. Our retail design strategy offers more entertainment, more content, less hardware. Design Clarity developed a set of insights to drive the design based on four sources; Optus-provided data, detailed store observations, best practice examples both local & global, and analysis of mega-trends like Visual Culture and Power of Play.

The seating area is designed as a gathering point, blending comfort with brand storytelling. Its open configuration promotes dwell time and fosters a sense of community within the store.

Flexible seating pods encourage conversation and casual engagement.

Interactive digital touchpoints and bold graphics animate the customer journey.

Positioned as the heart of the retail experience, this zone highlights Optus’ shift from hardware-focused retail to immersive, content-rich engagement, encouraging exploration and discovery.

A café-style corner blends technology with lifestyle for a relaxed atmosphere.

This space introduces a softer, community-driven side of the retail experience. With greenery, casual seating, and a café vibe, it reflects Optus’ ambition to integrate into customers’ everyday lives.

Positioned as both a destination and a backdrop, the lounge combines digital theatre with flexible seating. It reinforces the brand’s strategy to be entertaining and agile, turning retail into a stage for content.