Our most ambitious Flagship store yet, shaped around every kind of visit

There are plenty of things customers can do online in moments. For decisions like choosing a new device, working through a complex question or understanding what new technology can actually do, being able to see it, try it and talk it through with someone can add another layer of confidence.

That's the thinking behind our new Telstra Melbourne Flagship store, which opens today in the heart of Melbourne's shopping district at Bourke Street Mall and relocating from our previous CBD store. We're thrilled to welcome customers into a space that brings more to a store visit: the chance to get something sorted quickly, spend time with an expert, explore technology hands-on or find dedicated support after making a purchase.

Taking cues from unique Melbourne city culture, where thoughtful design, hospitality and a sense of discovery sit side by side. Our new store is made to be explored, rather than simply somewhere to complete a transaction. It brings together what we have learned from customers and our team over several years of testing and refinement, as well as inspiration drawn from retail destinations in markets across Europe, Asia, and North America. The result is a store unlike anything we’ve built before – and one that reimagines what a telco store can be, shaped around how people want to use it.

A different kind of store visit

Entrance and Concierge

Not every visit to a Telstra store is the same. Sometimes you know exactly what you need and want to get it sorted quickly. Other times, you’re choosing a new device, looking for expert advice, or wanting to better understand emerging technology.  

The Telstra Melbourne Flagship store has been designed around those different moments. Customers looking for quick support can access a dedicated concierge experience, while those needing more time can visit flexible consultation spaces designed for more personalised conversations. A dedicated workshop also provides hands-on help with setup, device care, protection, and personalisation, so support doesn’t end once you’ve made a purchase. 

Every part of the store has been shaped by what customers told us they value most: clear guidance, human expertise, and the confidence that comes from being able to see, try, and understand technology before making a decision.

A more tangible way to explore tech

Connected Home

Product pages and unboxing videos have their place, but technology becomes real when you hold it - feeling its weight, its response to every touch and the brilliance of its display.

We have worked directly with Apple, Google, Motorola, and Samsung to create dedicated spaces where customers have room to explore. The store is also home to Apple’s largest carrier store-in-store in Australia. Customers can get hands-on with the latest iPhone line-up, including iPhone Duo, the first foldable iPhone.

Whether you’re curious about the latest smartphone, considering an upgrade or simply want to spend some time discovering what’s new, the space has been designed to encourage hands-on exploration and conversation. 

For those keen to look beyond the device, the store offers new ways to explore how technology works and fits into everyday life:

• Explore and learn: Test your scam awareness, discover emerging technology in the Gemini AI zone and try the latest devices.

• Recycle and reuse: A dedicated space where visitors can drop off old phones, tablets and other technology for responsible recycling.

• Take more time: Visit the quieter Billabong Meeting Place to ask questions and explore which technology is right for you.

Tested and shaped around how customers shop

Billabong consultation area

The starting point was simple: before bringing any new idea into a live store, we wanted to see how it worked for the people who would actually visit it. 

To achieve that, we built a full-scale prototype store inside our Melbourne headquarters. The Retail Innovation lab gave us a space to test ideas in real life, bringing together customers, store teams, architects, designers, and technology partners to rethink every part of the experience. 

Built at life size using lightweight materials, the prototype allowed walls, counters and consultation spaces to be moved and rebuilt quickly. Customers and store teams tested it in simulated trading conditions, helping us understand how people move through a store, where they pause, when they need assistance, and what makes an experience feel easier and more intuitive.

We tested everything from seating, accessibility and privacy through to lighting, screens, layouts and product placement.

The result is a store that’s easier to navigate, more comfortable to spend time in, and better equipped to support how customers really shop.

Made for Melbourne

Accessories Deli

Bourke Street is one of Australia’s best-known retail addresses, in a city with a strong point of view on design, hospitality and culture. We wanted the store to feel at home there - not like a format that could have been dropped into any city.

The flagship reflects our confidence in the future of Melbourne’s CBD and our belief that a great physical store still has an important role to play: not by competing with digital, but by doing the things a screen can’t.

More than 100 people and over 20 specialist partners have worked on the store over the past two years. We’re proud of what they’ve created - and today, we’re excited to open the doors and see how Melbourne makes it its own.

Join us on opening day 

Atrium

If you’re in the city today, come in and have a look around. We’re marking opening day with barista-made coffee from Melbourne roaster Inglewood Coffee Roasters, gelato from Pidapipo and specially crafted chocolate from local suppliers, all on us while stocks last.

Opening-day celebrations also include AFL player appearances for photos and signings, a visit from Astro, the robotic dog and the chance to win a Golden Pass worth one million Telstra Plus points.