Dan Murphy’s brings Glamour to the Edge of Town

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‘Liquor’ stores in Australia tend to be fairly down-to-earth affairs; places you go to to buy booze and frequently pretty much devoid of any kind of experience. Perhaps with this reputation in mind, Dan Murphy’s, the market leader in the country, has unveiled a new store in Hawthorn, Melbourne, that seeks to add a little fizz to the business of shopping for alcohol.

Designed by UK consultancy Twelve Studio, the 12,000 sq ft space is divided up into a series of shop-in-shops, with each having its own look and feel and enabling the relatively large floor to function as a group of specialists, instead of a functional wine, beer and spirits warehouse.

Lighting plays a major part in achieving the effect overall, with a mix of pendant and back lighting, helping to promote the idea of a space in which time will be spent. This is coupled with large-format graphics that use light, letters and bottles to create a particular ambiance.
Dan Murphy’s is owned by Australian grocer Woolworths and this store is a world away from the normal edge-of-town retail shed.