Telstra The Glen

Telstra The Glen reimagines the retail experience by shifting away from a cold, transactional model toward a warm, intuitive and people led environment. Responding directly to customer frustration, long wait times and unclear store layouts, ACRD designed a space that prioritises clarity, comfort and flow. Zoning is purposeful and legible, guiding customers effortlessly through their journey while reducing stress for both visitors and staff. Architectural warmth is introduced through familiar lighting elements and natural materials, softening the overly technical perception and creating a sense of optimism and trust.

Telstra’s brand palette is used with restraint as accents rather than dominance, allowing the product and experience to feel seamless and natural. Every design decision was informed by deep stakeholder collaboration, customer data and real world testing through a full scale prototype store, ensuring the final environment genuinely reflects Telstra’s ambition and rebuilds customer connection.