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Inside Michael Hill’s Gamechanging Flagship

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By Published On: May 3, 20241 Comment

Michael Hill's brand transformation has culminated in a brand new flagship store, exemplifying its brand values, elevated heritage, and a contemporary nostalgia.

Following a brand transformation launch on digital platforms in April, Michael Hill is taking its new look into the real world. With a whole new colour palette, logo, collection, and vision, the new global flagship store signals a shift in the brand and ushers in a new transformational era that both pays homage to its legacy, and presents its vision for the future. 

Located at Chadstone, Australia’s fashion capital, the store is surrounded by luxury goods retailers and boasts an impressive extended corner location.

The flagship store was opened with an intimate gathering hosted by Chief Executive Officer, Daniel Bracken, alongside founders Sir Michael and Lady Christine Hill, whose love and creative partnership brought to life the Michael Hill brand over 45-years ago.

Michael Hill Chief Executive Officer, Daniel Bracken said: “Our global flagship is a modern representation of our legacy and vision for the future. The global flagship, which took 18 months to come to fruition from concept to brick-and-mortar, is more than just a retail space, it’s a carefully crafted environment that invites customers to immerse themselves in the world of Michael Hill.

“The design philosophy behind our global flagship centres around a harmonious interplay of all the senses, from a signature scent to signature music. Our commitment to simplicity, craftsmanship and sustainability is evident in the clean lines, gentle curves, and use of natural materials throughout the store. These design elements not only reflect our brand ethos but also contribute to an atmosphere of elegance and sophistication.”

In taking on a legacy with nearly half a century of history, understanding the needs and expectations of existing customers was essential to the execution of this brand transformation. Retail creative agency, The General Store was brought in to design the store with the new brand vision of elevated heritage and contemporary nostalgia. The store features private booths for consultations, and a variety of zones designed to encourage exploration and discovery. 

The commitment to the use of natural and refurbished materials reflects the brand’s ongoing sustainability priorities. Micheal Hill’s sustainability vision aims to transform how they source and manufacture products, impact the planet, and improve peoples lives.

“The store design allows customers to navigate easily through zones that each tell a different story, finishing with the beautifully curated diamond and engagement destination, with individual consultation areas for customers to relax and enjoy the experience, said Bracken.

“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 – not to mention the new brand mark that is meticulously etched by hand into the outside facia of the store.”

The Chadstone global flagship store is the first of the new concept stores anticipated across Australia, New Zealand and Canada over the coming years. Going forward, Bracken noted that the brand will be focusing on data and loyalty, while honouring the foundations of innovation, creativity, and artisan craft. 

Sir Michael Hill himself expressed his joy over the new direction, spearheaded by Bracken and other executive members of the team.  “Since opening our first store in 1979, my wife and I have always ensured store experience remained at the centre of our brand. We are absolutely thrilled with what Michael Hill has created in this first global flagship, as it embodies our passion for design and fine jewellery, paired with Lady Christine’s creativity and passion for storytelling through her window displays.

“I especially love the innovative concept of discovery, offering customers a sense of exploration, encouraging guests to wander and discover the store and product at their own pace, providing a more personalised and immersive experience.”

About the Author: Rosalea Catterson

Rosalea is the Editor of Power Retail. With a keen interest in consumer behaviour and tech, she covers everything ecommerce and hosts the Power Retail Power Talks Podcast.

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One Comment

  1. heardle May 7, 2024 at 6:47 PM - Reply

    The fact that Michael Hill still maintains its high-end brand values and cherishes its heritage is a big plus, showing respect for the past and looking forward to the future. I appreciate this change

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