Description:

Thankyou is an Australian-based, design-led social enterprise dedicated to reimagining consumerism and redirecting 100% of profits towards ending global poverty. The “Consumerism Reimagined” project led to the creation of the Thankyou Inside Store in Melbourne’s CBD, a launchpad to demonstrate how consumer choices can drive change.
To develop the Inside Store, we took lessons from Thankyou’s history book of stunts, getting engagement not by large advertising investment, but through attention-grabbing actions. After weeks of a social media countdown and hoarding campaign in central Melbourne, the date arrived. A live-cast dinner with 300 stakeholders provided the forum for Thankyou to relaunch as Thankyou: Consumerism Reimagined. The attendees were told to leave their seats and follow Daniel (founder) across the road into ‘The Inside Store’ where the centrepiece ‘Chapter Zero’ manifesto outlined the plan about how we (Thankyou, Thankyou’s partners, and most importantly, the consumer) were going to work together to end global poverty.
The Inside Store strategy was to create an innovative space that transcended traditional retail, focusing on education and connection. The space was designed to inspire visitors to engage with Thankyou’s mission to end global poverty by translating their messaging into a tangible, immersive experience, fostering a sense of place and encouraging meaningful interactions. The environment centred around the imperfect circle, a core brand asset, which was reflected in every visual element creating an immersive, multisensory experience.
Entering from the hustling Melbourne CBD, the Inside Store was designed to give you a behind-the-scenes experience of what Thankyou had been up to. It was a gallery, an amphitheatre, a conversation pit and a centre for change.
The main space employed subtle lighting and a white palette, highlighting products and emphasising a human-centric approach. The circular amphitheatre layout served dual purposes: showcasing products and hosting events, reinforcing the store’s community hub role. The ‘Change Room’ at the rear contrasted with its dark, futuristic design and continuous LED screen displaying typographic and infographic content, provoking thought and engagement. Secondary galleries with suspended panels, soft lighting, and ambient soundscapes created a cohesive and immersive environment.
To reinforce the challenger spirit, the wayfinding directed you to go right, stating ‘when everyone else goes left, we go right’. Inviting you down an alternative path, viewing the history of Thankyou and getting a glimpse of the future.
The Thankyou Inside Store prioritised education and connection over conventional sales tactics. Creating a sense of discovery and place that resonated with visitors. The approach to signage, wayfinding, and environmental messaging has made a lasting impact, inspiring positive change and fostering a deeper connection between consumers and the brand.
Thankyou is now stocked in all major Australian retailers.
A last word from the Client:
“The store was an incredible success in helping to reposition the brand and provide a space that we could use to host events, get partners, influencers and supporters reengaged with the brand and experience the new products in tangible ways. Since the redesign, we’ve had retailers, distributors and partners around the world reaching out to help get Thankyou into their country.”