Nick Gibson

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.

One of the advantages of shopping online is the ease in comparing products. Just open a few browser windows and you've got every retailer's info in the palm of your hands.

Not so in-store though.

So we created the Sand Box - a vast interactive table that allows customers to compare devices literally alongside each other.

Named after the ubiquitous play area for children - a safe environment for exploration where all 'the toys' get thrown into, this experience required us to get to know the signature devices of each brand intimately.

A first for the smartphone industry, reviews combined the tech know-how often seen on websites such as CNET, Techradar and Gizmodo in a palatable, customer-friendly manner - and always with a hint of a smile.

The delicate physics that controls the Sand Box ensures an experience that is not only practical, but a joy to explore on.

5 devices - 10,000 words. The best comparison tool for smartphones combining the access of information from the online world, in a fun and friendly tactile environment.

Embedded tablets across the store ensure a paperless environment, yet offer all the product information a customer would want, and more.

Along with our knowledgable team members in store, everything is available at our customers fingertips. Except a brochure. Happy trees.

The media fountains are a larger-than-life demonstration that Telstra truly is at the heart of everything Australians love. Soaring 10ft into the air, these interactive pillars are based on the subjects that our customers love the most, dynamically changing to showcase the latest in sport, music, movie, news and technology. They'll even let you know when the next movie blockbuster is playing down the road at the George St cinemas.

Everyone loves Apps.

So we carefully curated the latest and very best Apps, and categorised them based on  human insights and needs - not Top 10 lists or paid for by sponsors.

Mimicking the physics of a bubbling brook, the apps flow down giant interactive tables made up of 55" screens. Simply catch one of the apps with your finger, drag it to one of the devices on the table and watch the app open up as the screen around it explodes to life with reviews and key points.

Although yet to launch in-store, it promises to be a great focal point and again places Telstra at the centre of the things that our customers love.