Woolworths Group is bringing its digital businesses together under one roof to prompt a more focused digital-first creative approach for the company.

Woolworths’ digital arm WooliesX, media business Cartology, the recently created Big W X, and creative agency Greenhouse are being brought together into the group’s Surry Hills building, creating Woolworths’ innovation hub.

The move will allow team members across these different brands to remain in more constant communication, and collaborate to further Woolies’ digital efforts.

“As we enter into our next phase of growth and continue to evolve our customer ecosystem, we require a different way of thinking and working,” Woolworths Group chief executive Brad Banducci said.

“Our aspiration is to create a centre of excellence for digital delivery and creative brand development under one roof and the establishment of an innovation hub at the Seidler Surry Hills will help us deliver on it.”

Architect Harry Seidler designed the building in a way that is ideal for creating a collaborative work culture, Banducci explained.

“We can’t wait to unlock the opportunities this collaboration will provide us and we look forward to shaping an exciting future in food and everyday needs retail.”

This is the latest move by Woolworths to further its drive to evolve its retail ecosystem, which also recently shuffled several of its executive level team members, purchased food distributor PFD Food Services for $552 million, and revealed plans to expand into the business-to-business market.

Photo credit: © Eric Sierins.