Its big, bright and cool ...but its no Dick Smith. Its time to Move.
"Its not what you need, its what you want" - is the mantra of the new Move "fashtronics" store - Dick Smith's backed emporium of desire, unveiled in Westfield Bondi yesterday - one of the first stores of its kind in the world.
Move is a Gen Y-ers dream - kitted out with mirrors, an arty farty 'fitting table' (where you can design you own covers and put together an "outfit" for your mobile inspired by Vogue et al), mannequins, 'objects of desire' glass cases, Style Pods and cool tunes playing in the backround.
The first "fashtronics" store stocks fashionable technology only - "things of beauty", declared Move Director, Michael Dykes, who says "expect further collaborations with fashion designers in the future."
The Move store will also have rotating themes so wont be boring to visit - it's an experience to merge personal tastes and tech.
"Its like going into an Apple store," says Move CEO, Nick Abouud.
But actually, we think its better. Hell, its even got a play area for the kids. The concept store appeals the senses - look, smell (yes Move is perfumed), touch and feel.
Move sells premium, cool gear only - everything from Bang & Olfsen headphones for $499, to Beats Pill speakers and of course, Samsung Galaxy's including the new Note 3, iPhones and Sony's newly launched Xperia Z Ultra and underwater camera - the first retailer in OZ to stock it.
It has wall-to-wall accessories - from colourful Belkin cables, cases, to iPads, phone cases by designers Romance was Born, who designed gear exclusively for the new concept store.
Move is working with influential figures in fashion and design - like Bleeker blogger, Alexandra Spencer - to inspire the store's collection and experience.
The fitting room
This is where Move wants to "encourage customers to let their inner creativity emerge." It provide scrap book material to inspire creation of unique designs, which can be transferred to a phone cover of choice.
And of course, you can Instagram, Facebook ,Tweet about your objects of desire on Move's massive wall screen, and Style Pod.
Staff wont just fob you off with a product either, they want to spend time with you 1:1 and will demo all products at The Fitting Table. There are also other cute extras like gift wrapping and free phone charging.
Move is certainly a lesson in visual merchandising. The back wall of the store features accessories in primary pantone colours, designed to grab attention on entering, and will change as trends evolve.
Take a look for yourself when Move open to the public from this Saturday in Bondi Junction.
Move will be making a move to Melbourne early next year so expect more to come in high fashion locations, A-demographic across Oz.
The brainchild of ex-Dixons exec, Michael Dykes, who worked on a similar concept called "Blacks' in the UK and Nick Abouud, CEO of Dick Smith, who as a former Myer boss has plenty experience in the rag trade.
The stores will be 150-200sqm and will be "competitive" in price, says Abouud.
But its not just Oz, team Move plan to take the concept global.
As stores around the country close and online eats into bricks and mortar, retail "is all about innovation", says Move CEO.