To demonstrate Telstra's current positioning of a 'Brilliant, connected future', launching their new $112 million flagship store in Sydney had to be something special.
It had to speak to the future of technology. It had to create a desirable experience that transcended traditional shopping. It had to be a signature retail experience at the intersection of the digital and physical retail worlds. And it had to be like nothing we've ever seen in Australia.
To pull it off, we were going to have to pull a few rabbits out of the hat.
10 bespoke experiences that wouldn't look out of place in a modern art gallery. Combining the best principles of digital retail with a tactile experience that was functional yet a joy to experience.
Copy and content was to play a crucial role.
As Copy Lead on the project, I ensured that the 10,000's of words that made up all of the experiences in store all spoke to the same vision of a brilliant, connected future. Yet with a touch of warmth and empathy. And liberal doses of humour along the way.
More than just product write-ups, it was a combination of ATL, BTL, retail and digital writing - all nicely rolled up together. I even penned the commencement speech for Telstra Chief Executive David Thodey (and got quoted extensively throughout the media).
We didn't just launch the future of Telstra's retail vision on George St, Sydney. We set a new standard in the retail experience in Australia - combining the very best in digital and physical retail.
And we won some silverware for it.
The store won the International Design Award from the Retail Design Institute (New York) and the Service Design Award at the Sydney Design Awards.