Project Overview
Following the contemporary makeover of the Michael Hill brand, we were tasked with their first Global Flagship boutique in Chadstone, which would serve as a modern embodiment of the brand's legacy and future vision.
This luxurious destination, inspired by Sir Michael Hill's passion for fine jewellery and Lady Christine’s creative storytelling, introduces 'A Moment to Discover' — a philosophy brought to life through an immersive, free-flowing environment that invites visitors to experience and rediscover the beauty and craftsmanship of Michael Hill's offerings.
The design melds elevated, thoughtful cues with the New Era brand elements to define a deeply considered signature in-store experience that engages all senses. The boutique features a custom scent, created to encapsulate the serene natural beauty of the brand’s birthplace, New Zealand. The new brand palette is brought to life with premium textiles, raw timber, and natural stone, with clean lines and gentle curves that emphasize the brand emblem in a sophisticated manner.
This store is not just a retail space, but a sanctuary for discovery and engagement, setting a new standard for Michael Hill's in-store experience.
Project Commissioner
Project Creator
Team
Danny Lattouf, Reid Nakou, Kurt Ridgeway, Pip Luiz, Alicia Hemsley, Alvin Matthews
Project Brief
The launch of Michael Hill's Global Flagship at Chadstone marks a bold new era for the brand. Along with the appointment of model and beauty entrepreneur Miranda Kerr as the first global ambassador, the elevation of the brand has included streamlining and elevating the jeweler’s designs, rebranding its marketing and packaging, and focusing on its goals around values-led propositions, such as ethically produced lab-grown diamonds and women-led philanthropic projects.
This repositioning aims to attract and inspire new consumer segments while retaining the loyalty of existing customers. The store’s design enhances the customer experience by centralizing Back of House operations, enabling staff to provide seamless service.
Dedicated consultation spaces are integrated into the architecture, enhancing customer dwell time. The space is softened with curves and textiles, featuring acoustic considerations that allow customers to engage intimately with collections at their own pace, creating an inviting atmosphere for exploration and discovery.
Project Innovation/Need
The new flagship store represents a significant innovation in luxury retail, housing high-end products up to $1,000,000 AUD and introducing several groundbreaking elements.
A standout feature includes an exclusive artwork by Australian artist Dina Broadhurst, titled Infinity, 2024. This piece tells a story of history and modernity in a celebration of contemporary nostalgia, brought to life through Dina’s signature multi-dimensional visual language.
Additionally, the custom signature scent, developed in collaboration with Air Aroma to encapsulate the essence of New Zealand, enhances the sensory experience. These elements, along with the boutique's elevated design and focus on sustainability with lab-grown diamonds, reflect Michael Hill's commitment to redefining in-store luxury experiences.
Design Challenge
The design challenge for the Michael Hill flagship was to create a space that embodies luxury while inviting exploration and engagement. The project required a deep understanding of market needs, balancing the desire to attract new consumers without alienating existing ones. Central to the design was the integration of dedicated consultation spaces, which enhance customer interaction and dwell time. The use of premium materials, including textiles, timber, and natural stone, combined with acoustic considerations and soft curves, created a space that is both luxurious and intimate. Additionally, the incorporation of exclusive artwork by Dina Broadhurst and a signature scent developed with Air Aroma added a unique sensory dimension to the store, making it a destination that transcends traditional retail experiences. This approach not only elevated the store’s aesthetic but also reinforced Michael Hill’s brand values and commitment to innovation.
Sustainability
While the flagship store’s design focused more on elevating the in-store experience, sustainability was still a key consideration. The store prominently features Michael Hill’s sustainable lab-grown diamond range, aligning with the brand’s commitment to ethical and environmentally friendly practices. This product range underscores Michael Hill's dedication to innovation and sustainability in the jewelry industry, offering customers a choice that reflects both luxury and responsibility. The store’s design incorporates elements that support this ethos, providing a modern, sustainable shopping experience without compromising on elegance or quality.
Interior Design - Retail - Lifestyle
This award celebrates innovative and creative building interiors, with consideration given to space creation and planning, furnishings, finishes and aesthetic presentation. Consideration given to space allocation, traffic flow, building services, lighting, fixtures, flooring, colours, furnishings and surface finishes.
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