Michael Hill has launched a new concept global flagship store at Chadstone Shopping Centre, the first in a planned rollout of new concept stores across Australia, New Zealand, and Canada, reflecting the updated brand design introduced earlier in April.
The opening was led by CEO Daniel Bracken, along with brand founders Sir Michael and Lady Christine Hill and also included the unveiling of ‘Infinity, 2024’, a commissioned artwork by Australian artist Dina Broadhurst. The artwork represents a blend of Michael Hill’s heritage and its vision for the future.
Design Philosophy and Layout
During the event, CEO Daniel Bracken discussed the flagship’s design, “Our global flagship is a modern representation of our legacy and vision for the future.”
The design incorporates a combination of sensory elements, including a signature scent and tailored music, intended to enhance the customer experience. Bracken added, “The design philosophy behind our global flagship centres around a harmonious interplay of all the senses.”
The store is organized to guide customers through themed zones, ending at a specially designed area for diamonds and engagement rings. This section provides private areas for consultations, offering a tailored and comfortable setting for customers.
Focus on Craftsmanship
Bracken provided insights into the construction process, noting, “To give you an idea of the level of craft and care taken in this store, the build, including the bespoke cabinetry, took over 4900 hours.” This meticulous attention to detail is evident throughout the store, which features a hand-etched brand mark and custom fittings.
Sir Michael Hill expressed his satisfaction with the flagship’s design, emphasizing the store’s focus on customer experience since the brand’s inception in 1979. He highlighted the store’s layout, which encourages exploration and personal discovery of products.
