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Dan Murphy's Pakenham
Dan Murphy's Pakenham

Dan Murphy's

Where fine wines are close to the heart
Design Strategy | Interior Design | Planning | Identity Refresh


Dan Murphy’s is already Australia’s most successful large retailer of wine, beer and spirits, but they wanted to increase their edge over competitors. So, they enlisted McCartney Design to create a new concept they could apply to all their stores.


Before embarking on the design process, we devoted considerable time and energy to understanding the Dan Murphy’s brand. This proved to be a very fruitful process. Not only did we realise the overwhelming passion for fine wine that drives Dan Murphy’s, we discovered the authenticity of the brand’s origins (it dates back to 1878).

We saw a great opportunity to bring a sense of this heritage into stores – and who better to do it than the company founder himself? Our final design payed homage to Mr Murphy by featuring his image and words on signage throughout.

When planning the store layout, we deliberately placed fine wines at the heart of the store, and made a real feature of this category with distinctive fixtures and signature lighting. In the centre of this ‘Aladdin’s cave’ of wine was the all-important tasting area.

Since opening, Dan Murphy’s team of fine wine specialist have used this environment to create a truly immersive retail experience. We’re pretty sure Mr Murphy would approve.

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