The Telstra Discovery Stores in Melbourne and Sydney are Telstra’s flagship retail experience projects. Led by NBBO founder Nicole Buchanan during her time at Telstra, these spaces redefined the role of physical retail through the integration of immersive technology and customer-centred design.

Through experience strategy, service design and multidisciplinary collaboration, Nicole led the strategic direction and concept development of Telstra's first flagship retail environments, integrating digital touchpoints, modular merchandising and interactive engagement zones within a flexible retail concept. The resulting experience established a new benchmark for experiential retail, creating a more engaging and future-focused expression of the Telstra brand.

The flagship stores redefined Telstra's retail presence and received industry recognition for innovation in retail and service design, including a Gold Sydney Design Award and an international Award of Merit from the Retail Design Institute.