Ecosa
Designing Ecosa’s First Physical Space
At Sandbox, we believe the best retail spaces are more than just places to shop, they’re environments that tell a story, evoke emotion, and connect people to brands in ways that feel natural and memorable. When Ecosa invited us to design their first Australian bricks-and-mortar store in Geelong, it was an opportunity to translate an established digital success story into a physical experience.
For Ecosa, this was a milestone moment. Having built a loyal following online through premium mattresses and thoughtfully designed home products, their move into a physical space was about giving customers something new: the chance to slow down, touch, test, and truly experience what “Live Well Slept” means.
CLIENT
Ecosa
WHAT WE DID
:- Customer insights
:- Brand personality positioning
:- Shopper profiling
:- Customer journey planning
:- Zoning and category planning
:- Interior design
:- CAD Documentation
:- Design Management
FLAGSHIP STORE
Geelong VIC
Designing an Online Brand in the Real World
Our design challenge was clear, take the clarity and simplicity of Ecosa’s online identity and expand it into a spatial journey. Online, Ecosa’s customers are guided seamlessly from one product to the next. We wanted the same in-store: intuitive flow, clear storytelling, and a sense of calm.
The space unfolds like a physicalised scroll. From the moment you step through the doors, sightlines and circulation encourage exploration. Hero mattresses take centre stage, while furniture and lifestyle products are positioned in zones that feel like natural progressions, not just displays, but small “stage sets” where each product comes to life.
The Big Box as a Flexible Canvas
We approached the Geelong flagship as a “big box” concept, a generous, open framework designed to be adaptable. Within that canvas, we created intimate product stories: beds positioned as hero moments, inviting sofas that call for a flop, and textured touchpoints that turn a store visit into an experience.
This balance of scale and intimacy was important. The big box gives Ecosa the room to evolve as their product range expands, while the modular stage sets allow each item to be showcased in a way that feels approachable and lived-in. It’s not a showroom you tiptoe through, it’s a place you inhabit, test, and engage with.
Crafting Atmosphere Through Design
Materiality and detail were central to capturing Ecosa’s brand essence. Neutral tones and clean lines form a calm backdrop, echoing the brand’s online minimalism. Layered textures, warm lighting, and tactile finishes add a sense of comfort and depth, a subtle nod to the restorative qualities of good sleep. The result is a space that is unmistakably Ecosa: simple, functional, and designed to enhance wellbeing.
This project was about more than delivering a retail fit-out. It was about helping Ecosa shape their first step into omni-channel retail, creating a space that honours their online heritage while opening up new possibilities for connection.
As Ecosa grows, this store will stand as both a destination and a prototype, proof of what happens when design translates brand philosophy into lived experience.
Client, Ecosa
Designer, Sandbox Group
Photographer, Mitch Lowe
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