Seafolly Warringah Mall

Warringah Mall was Greater Group’s first engagement with Seafolly and the pilot for the brand’s new retail concept. Greater Group was engaged across project management, design development and build, taking the concept into a live store environment for the first time and managing the defit of the existing tenancy through to completion.

As the pilot, Warringah Mall established how the concept would perform as a physical retail environment. The store brought together the new fixture language, merchandising, fitting experience, lighting and technology, creating the first opportunity to assess each element in operation and capture practical learnings for the wider programme.

Greater Group delivered the pilot and followed it with a detailed review alongside Seafolly, documenting practical learnings across the finished store. Changeroom lighting, logo illumination, merchandising, ceiling treatments, staff access to technology and the integration of digital and audio systems were assessed and translated into recommendations for subsequent locations.

Successful details were documented with the same level of attention. The changeroom curtain overlap, for example, provided the required level of privacy and became a measurable detail that could be carried forward. The pilot created a practical record of how the concept performed once customers and staff began using it.

Warringah Mall established the foundation for Greater Group’s ongoing work with Seafolly and the delivery approach used across the stores that followed. Learnings from the pilot informed subsequent improvements to changeroom lighting, merchandising, technology integration and fixture detailing.

The project also established a process that continues across the programme: each completed store contributes practical knowledge to the next. What began as a single pilot at Warringah Mall has since developed into a national programme spanning ten Seafolly stores across Australia.