MCC Retail Store

MCC Shop serves a particular audience within the MCG: Melbourne Cricket Club Members. The project called for a retail environment that could support merchandise and event-day trading while feeling connected to the history, identity and traditions of the Club.

Greater Group approached the store as part of the wider Members’ Reserve experience. The environment needed to make merchandise easy to discover and navigate, while giving MCC a physical retail presence that felt considered, contemporary and appropriate to its setting within the MCG.

Greater Group developed the store around a clear and flexible merchandising system, using planning, fixtures, materials and graphics to bring the MCC identity into the environment. Sightlines and product zoning make the merchandise offer easy to understand, while the design creates a stronger sense of place within the Members’ Reserve.

References to the Club are integrated through the material and graphic language of the store, allowing its heritage to become part of the retail experience itself. Flexible displays support changing merchandise, sporting seasons and major events, giving the store an adaptable foundation throughout the MCG calendar.

MCC Shop creates a dedicated retail destination for Members within the MCG, bringing merchandise together within an environment shaped specifically around the identity of the Melbourne Cricket Club.

The completed store gives MCC a contemporary retail expression within the Members’ Reserve, connecting the Club’s history and identity with the way Members shop and engage with it today.