The ABC Shop has returned to Melbourne’s CBD, joining a long lineup of brands to open at the city’s new retail complex, Emporium. The ABC Shop at Emporium follows in the footsteps of the retailer’s Sydney flagship at the Queen Victoria Building, with the sleek new fitout highlighting the architectural features of Emporium and the ABC’s history. Situated on the third level of Emporium, the store has become the flagship for the chain in Victoria. Highlights include hard to miss
large glass panels in iconic ABC commercial brand colours, two reading areas, and a kids activity zone.
Digital is a major focus of the fitout, with the store introducing a live ABC news feed on the shop’s digital signage, and offering a designated kiosk for customers to browse products, listen to music, and watch DVD clips.
The kiosk also connects users to its e-commerce portal, ABC Shop Online, as well as ABC online.
Regina Hoekstra, head of ABC Retail, said the opening of the ABC Shop Emporium represents the latest in ABC shop design and offers a new era of experiential retailing in the Melbourne CBD.
The Emporium store stocks more than 8000 products, ranging from books, audio, DVDs, music, toys, and clothing as well as licensed products from Doctor Who and Triple J.
This article first appeared in Inside Retail PREMIUM issue 2008.
