We were tasked with repositioning Auckland Museum's two stores to better target their intended audience. 


In addition to that, we were briefed on refreshing the merchandising, fixtures and layout to support a wider range of products in each sub-category and developing branded signage and ticketing templates to showcase feature products and artist information.

The two old stores had a range of problems which fell into three key areas:

  • Visibility: both sites had poor exposure and limited external branding or window areas

  • Poor customer experience: the fit outs were dated and there was no storytelling or opportunities for customers to engage on a more emotional level 

  • Split range and focus: neither site was doing justice to the complete customer offer.


As part of the research strategy and planning phase we recommended the closure of one of the stores to focus on presenting a more meaningful retail offer in the main foyer store.

Foyer shop sales for the museum have risen 88 percent since the year ending 2014, and visitation in the store is also up 32 percent.