Australian Wine Growers

// : Sydney, Australia: 2007
'A niche duty free, retail wine store, to be rolled-out throughout all Australian International Airports'


Our brief for the retail store design was to 'tap into the premium Australian wine market by creating a shop in shop at the Downtown Duty Free stores'. The concept approach involved branding, naming and identity, built on personal, hand selected values, which was developed by recognising that international customers do not know Australian grape varieties. The store instead successfully identifies grape varieties by geographical region. The Australian Wine Growers concept has been extremely profitable for the Downtown Duty free brand, with the store design and concept also winning Asia pacific and international duty free awards. The store concept is now rolled-out in Airports in Australia, Europe and Hong Kong.