Dan Murphy’s
Case Studies
Dan’s Cellar Door
History revived.
Intro
When Dan Murphy opened his first store in 1952, he used the cellar to hold gatherings and age wines. In 2016, Dan Murphy’s wanted to make a return to this spiritual home. It was our job to transform the space from a dark and dank cellar into a special, one-of-a-kind experience. We returned the original cellar to its former glory. In just a couple of months, we: designed the interior of the Dan Murphy’s Cellar concept store (excluding lighting and product fixtures); created an in-store brand ‘museum’; selected propping and furniture; designed and delivered navigational signage and ticketing; worked effectively with builders, printers and manufacturers; and managed third-party suppliers including lighting specialists, architects and sign writers.
Contribution
Design
Art Direction
Copywriting
Project Management
Print Production
Video Production
Photography
The result was a space designed to deliver a world-class retail experience. The Cellar currently contains one of the most comprehensive collections of rare, back vintage and hard-to-source Australian and international wines.
In just a couple of months, we did all the interior and environmental design, including signage, point of sale, furniture, wall treatments, rugs, frames and price tags. We also created an infographic to generate media attention and showed the beauty of the original cellar through a series of artfully shot, commemorative postcards.
Measuring Success
Our efforts generated conversations across social media and national press outlets like The Australian and 3AW radio, with an opening reach of over three million people. The store also made over $100,000 in first week sales, with customer sentiment running at a perfect 100%.