Huawei The Glen, Melbourne

Following the Sydney experience stores, Huawei’s location at The Glen marked a different stage in the relationship. Greater Group was engaged to deliver the Melbourne store from defit through to complete fitout, starting with an empty tenancy rather than working within an existing Huawei environment.

That created the opportunity to take the retail principles established through the earlier stores and apply them as a complete environment. The product categories, demonstration experience and customer journey needed to remain recognisably Huawei, while the new tenancy allowed the material palette, shopfront and architectural treatment to respond specifically to The Glen.

Greater Group retained the core structure established through the Sydney stores, including central demonstration tables and illuminated perimeter shelving, while developing a more contrasting environment around them. A black ceiling, linear pendant and track lighting, terrazzo flooring and an illuminated portal create a stronger architectural frame for the product experience.

A full-height campaign lightbox at the shopfront and large-format digital screen within the store allow Huawei to change the products and campaigns being promoted without rebuilding the physical environment. Greater Group delivered the project across design, project management, defit, fitout and installation, with custom joinery manufactured through The Lab in Melbourne.

The Glen took the Huawei store format from a series of successful refreshes into a complete ground-up fitout. The established product zoning, demonstration tables and illuminated shelving remained consistent, while the darker palette and stronger architectural treatment showed that the retail system could adapt to a different tenancy without losing the customer experience developed across the earlier stores.

For the wider Huawei relationship, the project demonstrated that the format was no longer dependent on an existing store or a particular material palette. Greater Group could take the principles developed through the Sydney locations and carry them from an empty tenancy through design, custom manufacture and construction into a complete Huawei experience store.