Telstra’s Future Retail Concept is a spatial design project led by NBBO founder Nicole Buchanan during her time at Telstra as a Design Specialist. It explores the future role of physical retail as part of the brand’s transformation from telco to tech-co.

Through spatial design and cross-functional collaboration across the business, Nicole supported the development of Telstra’s first prototype environment, creating a flexible, live test-and-learn retail space to evaluate new customer journeys, staff interactions and experiential retail concepts. The resulting design established an evidence-based approach to shaping future retail environments and informed the strategic direction of the broader retail network.

The project received international recognition with winning Best New Store Design in the Telecommunications category, with the Retail Design Institute and established a validated retail concept that informed the scalable retail experience blueprint, later implemented across Telstra stores nationwide.