Huawei World Square, Sydney

Huawei engaged Greater Group to refresh its existing experience store at World Square in central Sydney. Working within the existing tenancy meant the footprint and shell were already established, so the opportunity was to improve the customer experience through the elements that could change: planning, product zoning, fixtures, lighting and signage.

Located within a competitive technology and telco precinct, the store also needed to give Huawei a stronger destination of its own. The brief was to make the breadth of the product ecosystem easier to understand and explore, moving beyond a store focused primarily on transaction towards an environment where customers could interact with products and receive more considered advice.

Greater Group reorganised the experience around clear product zones, with dedicated bays for photography, audio, accessories and computing. Illuminated timber shelving set into a light oak slatted wall defines each category, while freestanding demonstration tables bring products into the centre of the store so customers can handle and compare them rather than viewing them primarily on perimeter displays.

Backlit category signage makes the offer legible from the mall and easier to navigate once inside, while a bar-height consultation area supports longer conversations around higher-consideration purchases. Greater Group delivered the project across design, procurement and build, with custom joinery manufactured at The Lab in Melbourne.

The completed World Square store demonstrates how much an existing tenancy can change without changing its footprint. Clearer zoning gives each product category its own presence, demonstration tables encourage customers to interact with the technology, and stronger signage makes the wider Huawei ecosystem easier to navigate.

The refresh was shortlisted at the 2021 Sydney Design Awards for Interior Design, Retail. More importantly for the wider relationship, World Square helped establish the product zoning and fixture language that could then be carried forward into Huawei’s next Australian store at The Glen.