Design Concept
Defines how the environment should look, feel and function, bringing together spatial planning, experience, materiality and brand expression into a clear design direction.
Expertise — Design
Concept Design, 3D Visualisation & Documentation
From first concept to site-ready documentation.
Greater Group designs physical environments across global markets, connecting people, place, brand and commercial requirements from initial strategy through to detailed documentation.
WHAT WE DO
From brief to build-ready, all under one design team.
Design
01 · Strategy & Insight
Define what the space needs to achieve.
We establish the project foundation by understanding the people who will use the space, how it needs to operate and what the business needs it to achieve. Insights gathered around the brand, site conditions, operational requirements and commercial priorities are then shaped into a clear design brief.
- Research
- Stakeholder workshops
- Site analysis
- Brand review
- Experience strategy
- Project brief
Design
02 · Spatial Planning
Define how the space needs to work.
We translate the brief into a spatial framework, considering how people arrive, move, interact and use the environment. Capacity, circulation, adjacencies, zoning and operational requirements are tested against the available footprint to establish a layout that works.
- Test fits
- Space planning
- Zoning
- Circulation
- User journeys
- Adjacency planning
Design
03 · Concept Design
Establish the design direction.
We develop the spatial and creative concept that gives the environment its identity. Materials, furniture, lighting, bespoke elements and brand expression are developed as part of one design direction, supported by 3D visualisation.
- Concept development
- Materiality
- FF&E
- Lighting
- Brand integration
- 3D visualisation
Design
04 · Design Development
Resolve the concept in detail.
We develop the approved concept into a coordinated design for the specific site. Materials, joinery, fixtures, furniture, lighting and services are resolved with consultants and project teams, addressing the technical requirements needed to progress into documentation.
- Detailed design
- Joinery design
- Fixture design
- Material specification
- Services coordination
- Consultant coordination
Design
05 · Technical Documentation
Prepare the design for delivery.
We translate the resolved design into the technical information required for approvals, pricing, procurement and construction, giving contractors, suppliers and project teams a coordinated reference for delivery.
- Plans
- Elevations
- Sections
- RCPs
- Detail drawings
- Schedules & specifications
HOW WE CAN SUPPORT YOU
Documentation Package
Translates the approved concept into coordinated drawings, details, schedules and specifications, providing the technical information required for approvals, procurement, construction and delivery.
Design Playbook
Captures the principles, standards and components behind the design, giving teams a clear reference for adapting and implementing it across different sites, formats and markets.
FEATURED WORK
Render to Reality
Photorealistic visualisation lets materials, lighting and merchandising be judged and signed off before anything is built. Hover a render to see the space as it was built.
New Balance Roppongi 19:06, TokyoNew Balance
Porsche Pop-Up Store, SingaporePorsche
MAXX Coffee, JakartaMAXX Coffee
The Harvest, Pluit JakartaThe Harvest
Vantage Bar, AucklandVantage Bar
CIMB Niaga, JakartaCIMB Niaga
Love Bonito, Hong KongLove Bonito
ExpressVPN Office, SingaporeExpressVPNDESIGN PROCESS CASE STUDY
See how the design process unfolds.
Strategic Zone Planning
01 · Planning
Organising the store around changing retail, launch and event modes.
The store was planned as a flexible environment that could support everyday retail, new product launches and brand events within the same footprint. Modular display elements allow the floor to be reconfigured as requirements change, creating a spatial system that gives New Balance greater flexibility in how products, campaigns and experiences take over the store.
Download the full case study
Customer Journey Strategy
02 · Customer Flow
Creating a more fluid journey through product, storytelling and digital engagement.
The customer journey was developed to encourage discovery throughout the store, using product presentation, visual merchandising and digital content to create different points of engagement. The open layout gives customers clear sightlines across the environment and allows the experience to evolve alongside changing collections, launches and campaigns.
Download the full case study
Material & Finish Selection
03 · Materiality
Using timber, concrete and the concept of MA to shape the Roppongi identity.
The material palette reflects the store’s position between lifestyle and performance. Warm timber brings a refined, tactile quality to the space, balanced by concrete flooring and a restrained architectural language. The Japanese concept of MA, centred on the relationship between space and the elements within it, informed the composition of the environment, with lighting used to create visual separation between walls and ceiling.
Download the full case study
3D Visualisation & Renders
04 · Visualisation
Testing how the store transforms across everyday trading and launch configurations.
Detailed 3D visualisations brought together the architecture, material palette, lighting, merchandising and digital elements before delivery. They helped communicate how modular display elements could be repositioned and how the environment would operate across different configurations, giving the team a clear reference for the intended experience before it reached site.
Download the full case study
The Final Result
05 · Final Result
A flexible New Balance lifestyle concept built for Roppongi.
Roppongi 19:06 created a new expression of the New Balance lifestyle experience for Tokyo. Flexible display elements, integrated digital content and adaptable lighting allow the environment to change around products, campaigns and events, giving New Balance a store that can continually evolve within the same architectural framework.
Download the full case studyWalkthrough
06 · Walkthrough
See how the modular displays, lighting and digital elements come together in the finished store.
Take the full walkthrough of New Balance Roppongi 19:06 to experience how the spatial planning, materiality, flexible merchandising and digital content work together across the completed environment.
Watch the Store Walkthrough · 3 min · Lifestyle Store Tour
Download the full case studyRecognition
Award-winning design across Asia Pacific and beyond.
Our work has been recognised across the Sydney, Melbourne, Australian, Hong Kong, London and WORLD programmes.
01Melbourne Cricket Club Retail StoreMelbourne Design Awards 2024Australian Design Awards 2025GoldSilverMelbourne Design Awards 2024 – GoldAustralian Design Awards 2025 – SilverView project02Ponsford Atrium BarMelbourne Design Awards 2024World Design Awards 2025Australian Design Awards 2025GoldSilverSilverMelbourne Design Awards 2024 – GoldWorld Design Awards 2025 – SilverAustralian Design Awards 2025 – SilverView project03Penfolds Wine Bar & KitchenMelbourne Design Awards 2020GoldMelbourne Design Awards 2020 – GoldView project04Diamond Exchange Showroom, SydneySydney Design Awards 2019GoldSydney Design Awards 2019 – GoldView project05St Andrews Beach Brewery, Melbourne ParkWorld Design Awards 2026Australian Design Awards 2026Melbourne Design Awards 2025SilverSilverSilverWorld Design Awards 2026 – SilverAustralian Design Awards 2026 – SilverMelbourne Design Awards 2025 – SilverView project06MCG ExpressWorld Design Awards 2025Australian Design Awards 2025Melbourne Design Awards 2024SilverSilverSilverWorld Design Awards 2025 – SilverAustralian Design Awards 2025 – SilverMelbourne Design Awards 2024 – SilverView project07Optus Flagship Store, MelbourneWILD Design Awards 2024Australian Design Awards 2024Sydney Design Awards 2023SilverSilverSilverWILD Design Awards 2024 – SilverAustralian Design Awards 2024 – SilverSydney Design Awards 2023 – SilverView project08MCG ShopMelbourne Design Awards 2024SilverMelbourne Design Awards 2024 – SilverView project09Tom Wills RoomMelbourne Design Awards 2024SilverMelbourne Design Awards 2024 – SilverView project10HCF Rolling KioskSydney Design Awards 2021SilverSydney Design Awards 2021 – SilverView project11City Hill CoffeeMelbourne Design Awards 2020SilverMelbourne Design Awards 2020 – SilverView project12Noodles XOMelbourne Design Awards 2020SilverMelbourne Design Awards 2020 – SilverView project13Vantage BarMelbourne Design Awards 2020SilverMelbourne Design Awards 2020 – SilverView project14Aroha Café & BarMelbourne Design Awards 2019SilverMelbourne Design Awards 2019 – SilverView project15Motome by Macquarie, HornsbySydney Design Awards 2019SilverSydney Design Awards 2019 – SilverView project16SILK Laser Clinic, Midland GateMelbourne Design Awards 2019SilverMelbourne Design Awards 2019 – SilverView project17HCF George StSydney Design Awards 2018SilverSydney Design Awards 2018 – SilverView project18New Balance Global Flagship, ShanghaiHong Kong Design Awards 2018SilverHong Kong Design Awards 2018 – SilverView project
Design FAQs
How our design process works.
What does Greater Group’s design process include?
Our design scope can cover the complete process from strategy and briefing through experience design, spatial planning, concept design, design development and site-ready documentation. The scope is defined around the project requirements and the capabilities already in place within your team.
Can we engage Greater Group for design only?
Yes. Greater Group can work as a standalone design partner and provide a complete design and documentation package for delivery by your appointed team. We can also continue through procurement, manufacture, fitout and handover as an integrated Design + Build partner.
At what stage should we engage Greater Group?
We can be engaged from the earliest stages of a project, including briefing, site selection and feasibility, or join an established project where the site, brief or initial concept is already defined.
Early engagement gives us the opportunity to test the requirements and spatial needs before major design and property decisions are confirmed.
Can you work with an existing concept or global design guideline?
Yes. Greater Group regularly adapts existing concepts and global design guidelines for specific sites and markets.
Our role can include site adaptation, spatial planning, design development and technical documentation, carrying the established design intent into a fully resolved environment for local delivery.
Do you design across different countries?
Yes. Greater Group works across global markets, adapting designs to individual sites and local delivery requirements. This can include tenancy conditions, local regulations, available materials, construction methods, suppliers and operational requirements.
What do we receive at the end of the design process?
Deliverables are defined by the agreed scope and can include strategy documents, spatial plans, concept presentations, visualisations, material and FF&E specifications, detailed drawings, schedules and construction documentation.
Multi-location programmes can also include design principles, playbooks and implementation guidelines.
How do you make sure the design can be built?
Buildability is considered throughout design development. We coordinate materials, bespoke elements, services, technical requirements, procurement considerations and site conditions as the design progresses.
Greater Group’s wider manufacturing, procurement and build capability also gives our design teams direct access to delivery knowledge throughout the process.
What happens once the design is complete?
The completed design can be handed over to your appointed delivery team, or Greater Group can continue through procurement, manufacture, fitout, project management and handover.
For ongoing programmes, we can also support future site adaptations, design governance, refreshes and optimisation.
Even with the toughest projects, they are always one step ahead.
“I started collaborating with Nina and Greater Group team in 2017 and, to date, each and every project we do together has been amazing. Working in a Travel Retail sector, projects have a faster pace and turnaround demands. Even with the toughest projects, they are always one step ahead, and the combination of their pro-activity and problem solving skills makes working with them an enjoyable time. The effectiveness of their coordination, communication and overall project management is truly remarkable.”
We chose Greater Group as our partner for store design, approval process and build.
“During my time as CEO at Pandora I worked closely with Greater Group developing our retail network of concept stores. We chose Greater Group as our partner for store design, approval process and build as we liked their hands-on approach to resolving all issues small or large and their keen attention to detail. Greater Group were manufacturing custom designed Pandora furniture not only for the Australian market but also for the global Pandora business.”
Greater Group were instrumental in achieving huge savings in our CAPEX.
“New Balance worked closely with Greater Group and collectively designed a ‘kit of parts’ for use across 30 Global Flagships. Greater Group were instrumental in achieving huge savings in our CAPEX and gave us international uniformity.”
Benetton
It is not easy to find a company that ticks all the boxes.
“Greater Group has been a valuable business partner for Benetton APAC. It is not easy to find a company that ticks all the boxes such as creativity, quality, professionalism, speed, and good customer service.”