MECCA Bourke Street
MECCA Bourke Street is the most spectacular beauty store on earth. This new flagship store for MECCA located on Melbourne's Bourke Street Mall, required an innovative approach to wayfinding and customer experience. The challenge was to create a strategy that would serve the diverse needs of customers, ranging from beauty newcomers to top-tier Beauty Loop members, for solo browsers to groups of family or friends, and from time-pressed shoppers to leisurely explorers.
I worked closely with Jordan Rowe to develop a comprehensive strategic framework for wayfinding and customer experience throughout all three levels of the flagship store. Our strategy was created collaboratively with Sam Ziino (Head of Creative, MECCA), the MECCA Leadership Team, and the broader project team to complement and enrich the customer experience within the sumptuous interior and building design by Studio McQualter.
The strategic approach we developed for this flagship store has since been adopted as the foundation for wayfinding across all new and refurbished MECCA stores.
Photography by Sharyn Cairns, Sean Fennessy and Hugh Davies.
Specific scope included:
- On-site observation and movement mapping.
- Store audits.
- Analysis and research.
- User personas, modes, mindsets and archetypes.
- Customer journey mapping.
- Circulation and decision points.
- Functional requirements of wayfinding signage.
- Workshops and working sessions.
- Stakeholder interviews and engagement.
- Moments that Matter.
- Identifying business dependencies & connections.
- Stakeholder engagement.
Collaborators
"A space where heritage fabric, material clarity and experiential design converge to redefine what a flagship can be" - Georgia Smedley, ArchitectureAU
The challenge wasn't understanding beauty - it was understanding how people navigate desire, discovery and decision in highly stimulating retail environments.
