Ecosa Nunawading
Ecosa Nunawading: Designing 2000m² of Calm, Comfort and Flagship Presence
Ecosa’s new Nunawading flagship marks a bold expansion of the brand’s physical identity, a 2000m² destination that transforms the online experience of “Live Well Slept” into a fully immersive retail environment. Following the Geelong and Perth openings earlier this year, Nunawading is Ecosa’s largest and most ambitious retail space to date, designed as a true anchor for their omni-channel future.
Located at the front of the newly redeveloped Brandsmart site, now three large-format tenancies featuring Ecosa, Revo Fitness and Tesla. The store occupies a vast architectural volume that once formed part of a specialty outlet centre. Rather than shrink this scale, we embraced it, turning the size of the space into a unique design opportunity.
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
STORES
Nunawading VIC
Geelong VIC
Perth WA
Turning Volume Into Experience
The sheer height and breadth of the tenancy presented one of our most exciting challenges: how do you create intimacy, warmth, and calm inside a space designed for high retail turnover?
Our answer was to use department-store-style category zoning, curated to guide customers through a sequence of distinct but connected product worlds. Instead of filling the volume, we shaped it, using lighting, layout, and modular stage sets to carve a clear customer journey.
The result is a space that feels open yet grounded, expansive yet serene. Customers have described the store as ‘calming and peaceful’ for such a large-format environment. This serenity, paired with consistently strong customer service, has quickly become the hallmark of the flagship experience.
A Journey Designed Around Real Behaviour
Unlike traditional mattress showrooms, the Nunawading flagship is built around how customers actually shop and make decisions.
Mattresses and bedding tend to resolve quickly; customers test, compare, and convert on the day. Sofa beds, however, are different. Ecosa’s data shows an average three-visit cycle before customers commit, a pattern that shaped the design.
To support this behaviour, we created:
Comfort-led lounge zones where customers can revisit the same sofa bed multiple times
Generous circulation and intuitive loops, enabling customers to return to favourites easily
Hero product platforms that anchor memory and encourage repeat engagement
Lighting sequences that shift focus, helping customers evaluate comfort, colour and upholstery in different moods
The space is designed to welcome customers back, whether it’s their first visit or their third, with a layout that feels familiar and easy to navigate each time.
Calmness as a Retail Strategy
The flagship uses atmosphere as a functional tool. The calmness customers consistently comment on is no accident, it’s deliberate.
We introduced:
Warm, diffused lighting to soften the scale
Neutral, tactile materiality to create familiarity
Layered product staging to break the volume into approachable moments
Natural flow pathways that remove friction from the shopping experience
In a homemaker precinct known for high stimulation and saturated choices, Ecosa Nunawading stands out by doing the opposite: offering clarity, quiet, and space to think.
A Confident Step Forward
Nunawading is more than Ecosa’s third store. It’s a flagship that defines how the brand shows up in physical retail: with scale, intention, serenity and a deep understanding of how customers shop for comfort.
For Sandbox Group, the project represents a pivotal moment in our partnership with Ecosa, a chance to push the brand’s spatial identity further, respond to real behavioural insights, and turn a challenging 2000m² volume into a signature customer experience.
Client, Ecosa
Designer, Sandbox Group
Photographer, Mitch Lowe
Shopfitter, Dimpat
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