Spatial Design

NBBO’s founder, Nicole Buchanan, led the spatial design for Telstra’s Store of the Future while working in-house as Lead Spatial Designer. Collaborating closely with internal business units and external design partners, the project marked the first step in Telstra’s broader brand transformation - realised through the design and delivery of a live prototype retail environment.

Conceived as a test-and-learn space, the Store of the Future reimagined how customers and staff engage within the physical store, supporting diverse user journeys through human-centred spatial design and experiential concepts.

The project was recognised internationally with Best New Store Design in the Telecommunications category. More importantly, it established an evidence-based retail prototype that informed a scalable retail experience blueprint, later rolled out across Telstra stores nationwide.

AWARD
Retail Design Institute
International winner in best retail category: Telecommunications