Telstra’s Flagship Store Had A Gorgeous $112 Million Redesign

Telstra’s Flagship Store Had A Gorgeous $112 Million Redesign
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I’ll admit, sometimes in my dreams I go to a place full of gadgets, girt by glass and beautifully designed. Today Telstra cut the ribbon on its new experience store in Sydney, and it’s everything my imagination ever wanted.

The whole store costs $112 million to refurbish, and sees Telstra rebrand the store at 400 George St in Sydney as a “Discovery Hub” rather than a traditional store.

It’s more than a store, you see, and features “collaborative spaces” for customers and staff. Telstra says it’s packing features which will roll out to other stores around the country over the next year.

There’s a giant curved screen to draw your eye.

Put a phone you like down on this big Minority Report-style table and learn all about it.

It’s called Sandbox. Lots of people can join in.

Every phone you could ever want is out of the box and ready for you to play with.

Customers are given fancy swipe cards, or “Digital Tickets” to get more information or buy products in store.

And the whole thing has a bit of Melbourne rustic chic to get you interested.