Project Overview

The Great Indoors and Designworks have collaborated with Officeworks to create a retail journey that allows people to discover and learn the new limits of what’s possible in 3D printing.

The Officeworks 3D Experience Centre, located at Russell Street store in Melbourne, is the first of its kind for any major retailer in Australia.

The experience includes a one-of-a-kind Mini Me photo booth which scans and prints people into lifelike figures; 3D models; 3D printer hardware and consumables; and 3D scanning, which allows people to bring in their favourite objects and have them scanned and 3D printed in material, colour and size of their choice; while standard print and copy services along with Kodak Picture Kiosks are also available.

3D printing has been successful in retail markets internationally.

Project Commissioner

Officeworks

Project Creator

The Great Indoors & Designworks

Team

Designworks - Branding and design
Creative Director: James Sterling
Senior Designer: Jacob Mahoney
Account Director: Sandy Muir

The Great Indoors Creative Group Pty Ltd
Director: Lee Hopkinson
Interior Designer: Dan James
Interior Designer: Cassandra Gleeson

Project Brief

If you can imagine it, you can print it. The creation of the best-inclass print experience was paramount to achieve Officeworks’ goal of being the first national Australian retailer to market with such an offer, as well as maintaining print sales in a declining market, and achieving significant incremental sales for 3D printing services and products.

The success of this project would pave the way for future 3D Experience Centres in others states across the country. Customer engagement and education was key in developing a potentially extensive customer base, ensuring the process is accessible and
easy to understand.

Project Innovation/Need

Officeworks’ innovative 3D Experience Centre is taking Australian retail in a bold new direction. It’s an opportunity for Officeworks to diversify their offer and ensure the company’s ability to be a strong competitor in future markets.

The store design offers a seamless journey through the full offer, with the 3D pixel elements linking each zone to the next. A warm industrial palette of plywood and concrete is highlighted with blue resin and paint, accented with bold wall info graphics. Columns become a feature, clad in bright colours and feature key messages.

Birch plywood was selected for its complimentary qualities to the timber veneer and to fit within budget constraints. Birch was selected to meet Australian environmental standards for low emissions.

Standard photo printing was provided with a better experience through the addition of more privacy and the inclusion of an Espresso Book Printing machine.

Design Challenge

3D printing was entirely new to the Australian consumer market and we were required to include clear concise information to educate customers.

The store design was an entirely new concept for a retailer that historically has a firmly established internal design department.

The retail space was dominated by a central two-way escalator to the basement. The final design of pixel-type boxes embraced the void above the escalator, creating a more cohesive store experience.

A warmer environment was created through the inclusion of organic materials.

Future Impact

The response of the opening of Officeworks’ 3D Experience Centre has been overwhelmingly positive.

People have approached the technology with curious minds and have explored the limits of what’s possible with in-store trials.

As a result the 3D hardware has resonated and engaged a wide range of people, much more than was anticipated.

People have experienced what 3D printing can offer them and have scanned and printed thousands of 3D Mini Me’s.

The School Holiday period has led to more families venturing in-store and University students have been utilising 3D printing services for a range of diverse study needs.

Service - Retail

This award celebrates creative and innovative design in the retail environment. Consideration given to attracting, engaging and motivating customers to make purchases, the use of colour, lighting, space, product information, sensory inputs (smell, touch, sound) as well as technologies such as digital displays and interactive installations.
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