Shaping Retail Spaces: Unfolding Trends in Retail Fitouts
A reflection on the IFA ‘Women in Industry’ Lunch and the future of design-led retail spaces
On Friday 1 August 2025, more than 100 professionals from across the fitout, design, retail, and construction sectors gathered at the ‘Leopard Lodge’ at Melbourne Zoo for the Interior Fitout Association (IFA) Victorian Division’s ‘Outstanding Women in Industry Luncheon’. The setting was lush, the energy was high, and the industry showed up in full force to support a panel that captured the moment—and hinted at what’s coming next.
The panel featured three highly respected industry leaders:
Alicia Buffinton – Group Store Design & Development Manager at Country Road, overseeing a portfolio of stores that lead the industry in sustainable innovation.
Fiona Fox – Retail Design Manager at Haben, bringing over three decades of experience in designing people-focused, commercially successful retail spaces.
Katherine Kemp – Director at State of Play Studio, known for her bold spatial storytelling, contemporary materiality and human-centric design approach.
What followed was a conversation that wasn’t just thought-provoking—it was genuinely energising. These were not just observations about trends—they were calls to action for anyone working in or adjacent to retail environments. After the event, Lina Freijah, Lead Interior Designer at Interious, offered her reflections on the key design directions shaping the industry.
Sustainability
Panel Take
Sustainability came through as more than a trend—it was the baseline expectation. The panel agreed that sustainability now sits at the centre of how we design, specify, and build. It is a responsibility that designers, retailers, and landlords must share.
Country Road’s work was highlighted as an industry benchmark. Their in-house design team—together with fitout partners including ONE68—have delivered some of the country’s most progressive stores in this space. Projects like the 6-Star Green Star-rated Ballarat and Highpoint stores, as well as the 5-Star flagship in Chadstone, have made use of materials like reclaimed timbers, carpets made from fishing nets, countertops from recycled yoghurt containers, and coat hooks moulded from ocean plastics. But what’s striking is that these materials aren’t used to tick boxes—they’re used because they make the space better. More meaningful. More engaging.
The panel’s sentiment was clear: a sustainable store should not only reduce environmental impact—it should also feel transparent, intelligent, and inspiring to walk through.
Lina’s reflection
“What’s exciting is seeing sustainability move beyond a checklist into something that shapes the entire identity of a space. We’re seeing more brands—and landlords—start to think this way. Not just asking ‘Is this recycled?’ but ‘How will this store feel sustainable to our customers in a meaningful way?’
That shift opens up new creative possibilities. It pushes the industry to design smarter, build with more care, and think long-term. It’s no longer about one feature wall made from recycled materials—it’s about how every surface, fitting, and detail contributes to a story of responsibility.”
In-Store Experience
Panel Take
Experience is now the most valuable currency in retail. The panel described how, across both national and international markets, consumers are gravitating toward physical environments that offer them something they simply can’t get online: an atmosphere that evokes emotional connection, the ability for physical touch and an overall aesthetic experience.
Great retail today is about curation. It’s about how light, texture, flow and pause come together to create emotional resonance. Dwell zones that feel comfortable. Quiet moments of discovery. Layouts that invite you to explore at your own pace.
Importantly, it’s no longer just luxury brands doing this. From fashion to homewares to technology, experiential design is becoming a standard expectation for how a physical store should feel. And those who do it well aren’t just creating a retail space—they’re building community, loyalty, and love for the brand.
Lina’s reflection
“When we design for experience, it’s about our ability to generate a memorable and engaging environment. We guide customers through shifts in tone and tactility—from bright, open entrances, to softer, more textural interiors where people want to stay longer.
Done right, a retail space doesn’t just show products—it tells a story. A brand story. A customer story. And the best part? It doesn’t need to be extravagant. It just needs to be thoughtful, layered and true to the brand”.
Tech That Feels Seamless
Panel Take
Technology in retail is evolving fast—but the best solutions are often the most invisible. The panel discussed how retailers are integrating smart systems in ways that are intuitive, helpful, and almost imperceptible.
This includes things like mobile checkout, integrated lighting systems, real-time inventory management, and digital signage that updates with minimal manual input. But rather than showcasing tech as a feature, the current trend is to allow it to melt into the environment—serving the shopper, not distracting them.
Technology today isn’t about “wow factor”—it’s about “functionality.” It’s there to smooth out friction points, improve accessibility, and support both the customer and the retail team behind the scenes.
Lina’s reflection
“When tech feels like it belongs, that’s when it works best. Whether it’s lighting that adapts to the time of day, or digital tools that empower staff to serve more personally, good design lets that tech breathe.
We plan these things early—cabling, access, integrations—so that the tech doesn’t fight the fitout, it enhances it. That’s where design and delivery align.”
Landlords & Lifecycle Thinking
Panel Take
A powerful and perhaps unexpected theme was the evolving role of landlords—not just in enabling fitouts, but in their full lifecycle. The panel acknowledged a growing push for landlords to play a more active role in how tenancies begin and end.
There’s a clear shift toward warm shells over cold shells—providing tenants with spaces that reduce waste, preserve existing features, and encourage reuse of fittings and fixtures. Equally, defit responsibilities are being approached more thoughtfully, with an emphasis on dismantling responsibly, salvaging what can be reused, and designing for disassembly.
This new mindset requires collaboration from the outset—between landlords, tenants, designers, and fitout partners. And it’s helping reshape how we think about the value of retail interiors beyond their first life.
Lina’s reflection
“Lifecycle design is one of the smartest conversations happening in our industry right now. If we know from the start that a store might be reconfigured, relocated or passed on to a new tenant, why wouldn’t we build it to support that?
We’re detailing joinery to come apart cleanly. We’re planning for adaptable layouts. We’re choosing materials that don’t just age well—they unbuild well. It’s practical, sustainable and future-focused.”
Clients Leading the Way
Panel Take
The final theme was a refreshing one: clients aren’t just along for the ride—they’re driving innovation. The panel described a new era of collaboration where clients are more informed, more open to flexible solutions, and more involved in decision-making.
This is especially evident in how budgets and timelines are approached. Many clients are now engaging in phased fitouts—activating core spaces immediately, then layering on enhancements as time and funds allow. Others are asking for scalable, modular designs that grow with their business.
The message? The best retail fitouts aren’t born from rigid briefs—they evolve through dialogue, experimentation and mutual trust.
Lina’s reflection
“Some of the best outcomes we’ve delivered have come from that spirit of collaboration. Clients come to us with clarity, but also curiosity. They know their brand deeply, and they’re asking smart, strategic questions.
We respond with design solutions that are flexible, honest and tailored. We visualise pathways. We co-create. And together, we land on something that feels right for the brand —not just for day one, but for the long term.”
Final Thoughts: The Future Is Already Here
The IFA’s Outstanding Women in Industry Luncheon wasn’t just a celebration—it was a signal. A reminder that the future of retail design is not being speculated—it’s being built right now, by people who care deeply about doing it better.
From sustainability to tech, from storytelling to reuse, from landlord collaboration to client leadership—every trend discussed pointed to a smarter, more meaningful, and more beautiful future for retail fitouts.
At Interious, these conversations echo through our projects every day. Whether it’s rethinking material choices, refining spatial flow, or guiding a client through a phased rollout—we’re committed to creating spaces that feel considered, layered, and grounded in purpose.
Because the best design trends don’t just follow fashion—they shape futures.
Curious how these ideas can shape your next space?
Visit www.interious.au or connect with our team to bring thoughtful, future-focused design to life.
