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Brief Published: 2 Jan 2015

Multisensory Retail, Melbourne

Multisensory retail at Dust in Melbourne

Gunning for a more holistic brand experience, Australian lifestyle label Dust has opened a multisensory retail concept in Melbourne, Australia to complement its range of clothing and interior products.

On entering the basement space, which is located below street level on Russell Street in the city's central business district, visitors are greeted by the scent of the brand's unisex fragrance ATMP(R)L, which is released through air vents at the entrance and rear of the store via motion sensor technology. Adding sound to the scent experience, all purchases of the perfume include a sonic accompaniment – a digital memory card featuring an exclusive piece of music by Australian audio-visual artist Robin Fox, while specially commissioned vinyl soundtracks by Dust are played through the store's sound system.

For more on how brands are making music an integral part of their brand identity, see The Emergence of a Sonic Brand Identity in Music Meets Retail. For more on innovative ways to sell fragrance, see Selling Scent.

Designed by Australian interior architects Sibling, the space itself takes inspiration from the geometry of Italian Renaissance art, in particular mathematician Leonardo Da Vinci's golden ratio symbol. Key visual merchandising features include large 3D latticework structures and reflective mirrors, while luminescent white surfaces give the store a futuristic, laboratory-esque edge. See Scientifically Styled Retail Spaces for more on this aesthetic trend.

The ongoing trend for customisation is also at play. Clothing rails that punctuate the space showcase the brand's own range of basic cotton T-shirts, which can also be personalised on the spot with a range of graphic motifs via an in-store print studio. For more on the value of embracing the consumer-creator generation, see Experimentation & Co-Creation in our Future of the Store Industry Trend, Show & Tell Retail: Revealing the Product Journey, and Exploiting Insider Access.

The store also sells matcha and hojicha tea – plugging into the growing benefit of adding hospitality to the shop-floor mix. See Retailer-Restaurants and our upcoming report, Hybrid Retail Destinations, publishing in January 2015.