Michael's Phones - A dinya shopfittings case study.

Michael’s Phones Retail Display Fitout In Broadmeadows and Roxburgh Park Melbourne Case Study

Dinya Shop Fittings supplied the retail display fitout for Michael’s Phones at Broadmeadows and Roxburgh Park shopping centres in Melbourne — a consistent black slatwall panel, hook, and glass counter system across both locations, installed by a professional shopfitter. The result is a strong, brand-consistent retail presence across two separate…

Posted On July 30 2026
By Dinya Designs

Project at a Glance

Client: Michael’s Phones

Location: Adelaide CBD, SA

Project Type: Multi-site retail fitout — shopping centre phone stores

Industry: Specialty retail — mobile phones, repairs, and accessories

Fittings Supplied: Slatwall panels — black with black aluminium inserts, black slatwall hooks, glass display counters — 1500mm

Installation: Professional shopfitter

Summary: A consistent, brand-aligned retail display fitout across two Melbourne shopping centre locations — black slatwall panels, black hooks, and glass display counters delivering a unified standard at both Broadmeadows and Roxburgh Park.

A Strong Display Standard Across Two Shopping Centre Phone Stores

Consistency across multiple retail locations is harder than it looks. Each shopping centre tenancy comes with different floor plates, different fit-out constraints, and different physical configurations — and within all of that, the brand identity and display standard needs to remain the same. A customer who walks into the Broadmeadows store and then the Roxburgh Park store should see the same brand, the same quality of fitout, and the same product presentation.

Michael’s Phones operates retail stores at Broadmeadows and Roxburgh Park shopping centres in Melbourne’s north, carrying phones, repairs, and accessories across a bold, high-contrast brand identity. The fitout needed to reinforce that identity at every surface — not just in the signage, but in the slatwall panels, the hooks, and the display counters that carry the product range at both locations.

Dinya Shop Fittings supplied the display fixtures for both Michael’s Phones locations, with installation carried out by a professional shopfitter. This case study outlines our shopfitting products and how a consistent fixture specification delivers a unified retail standard across multiple sites.

The Challenge: Maintaining Brand Consistency Across Two Shopping Centre Tenancies

Fitting out multiple shopping centre retail stores to the same standard creates a set of commercial and logistical challenges that a single-store fitout doesn’t face.

The display fixtures need to match exactly across both locations — same colour, same finish, same product specification — otherwise the brand experience varies between stores in a way customers notice, even if they can’t articulate exactly what’s different. And the fixtures need to be specified and ordered to allow both stores to be fitted out on schedule, without delays at one location holding up the other.

For a phone retailer with a strong visual brand identity, there was an additional consideration: the display system couldn’t just be functional — it needed to actively reinforce the brand’s bold, high-contrast aesthetic at every surface in the store.

The specific requirements for the Michael’s Phones fitout were:

A consistent display specification across both Broadmeadows and Roxburgh Park locations
Black display fixtures throughout, reflecting the brand’s high-contrast visual identity
A wall display system for the full accessories range — cases, cables, chargers, screen protectors
Glass display counters for phones and premium accessories at the point of sale
A professional installation standard consistent with shopping centre fitout requirements

The Solution: What Dinya Supplied

Dinya supplied the same display fixture specification across both Michael’s Phones locations: black slatwall panels with black aluminium inserts, black slatwall hooks, and 1500mm glass display counters.

1. Black Slatwall Panels with Black Aluminium Inserts — Wall Display System

Black slatwall panels with black aluminium inserts line the walls of both Michael’s Phones stores, creating the primary display surface for the accessories range and establishing the dominant visual tone of the fitout.

Black slatwall with black aluminium inserts is one of the most intentional colour choices available in slatwall display. The aluminium insert — which sits in the slatwall groove and carries the hooks — is specified in black rather than the more common silver, which means every element of the wall surface maintains the same colour. The result is a wall display that reads as a single, unified dark surface rather than a panel punctuated by silver lines. In a phone retail store with a bold brand identity, this detail makes a material difference to how the overall fitout looks.

The slatwall format also delivers the display flexibility that phone retail requires: any hook can be moved to any position on the panel face without drilling, which means the product layout can be reconfigured as new phone models arrive and the accessories range evolves — without requiring a shopfitter to return to the site.

2. Black Slatwall Hooks — Accessories Display

Black slatwall hooks carry the accessories range across both store walls — phone cases, cables, chargers, screen protectors, and accessories for every major brand and model in the Michael’s Phones range.

Black hooks were specified to maintain the colour consistency of the wall display: where a silver hook on a black slatwall panel creates a colour contrast that fragments the visual surface, a black hook disappears into the panel and keeps the product as the only visual element that stands out from the wall. This is a detail that experienced shopfitters and retailers understand, and it’s the difference between a fitout that looks finished and one that looks assembled.

3. Glass Display Counters — 1500mm — Phones and Premium Accessories

Glass display counters are positioned at the front of both stores, serving as the primary point of sale and the display surface for phones, premium accessories, and the product range the team wants customers to engage with at the counter.

The 1500mm counter length was selected to provide adequate staff working space and sufficient display capacity for the range of devices and premium accessories the counter carries. In a shopping centre phone store, the counter is the most high-traffic point in the store — it handles transactions, repair enquiries, and the product conversations that drive the highest-value sales. A counter that’s too small creates bottlenecks; a 1500mm counter at both locations gives the team the room to work and the customers the space to browse.

Glass construction on both the counter top and the counter face provides clear visibility into the display from every angle — essential for phones and accessories that customers want to examine closely before purchasing.

The Result: Two Stores, One Strong Fitout Standard

Michael’s Phones’ Broadmeadows and Roxburgh Park stores carry the same brand identity and the same display standard — which is exactly what a multi-site retail operation requires. The black slatwall system and glass display counters give both stores a consistent, professional presence that positions Michael’s Phones as a proper retail destination rather than a kiosk-style operation.

Black Matte Landscape Horizontal Slatwall With Black Aluminium Inserts

Professional shopfitter installation at both locations ensured the fitout met shopping centre landlord standards and delivered a finished result consistent with the quality of the fixtures.

Key outcomes of the Dinya Shop Fittings supply:

Consistent display fixture specification across both Broadmeadows and Roxburgh Park locations
Black slatwall with black aluminium inserts created a unified, high-contrast display surface consistent with the brand’s visual identity
Black hook specification maintained colour consistency across every wall display element at both stores
1500mm glass display counters provided a high-visibility, professional sales and display surface at both locations
Professional shopfitter installation to shopping centre fitout standard
Flexible slatwall system allowing the team to reconfigure the product layout at both sites without external shopfitting support

Why Multi-Site Retailers Choose Dinya Shop Fittings

Dinya Shop Fittings supplies commercial grade retail display fixtures to phone retailers, shopping centre tenants, and multi site retail operators across Australia.

Based in Melbourne with a warehouse and showroom, Dinya has over 10 years of experience supplying shop fittings to major retailers and independent businesses nationwide. We focus on delivering consistent, scalable display solutions for retail stores that need repeatable standards across multiple locations.

Over 10 years supplying shopfittings nationwide
High-quality materials designed for long-term commercial use
Competitive pricing backed by a clear price match guarantee
Flexible ordering options from single items to complete rollouts

Our slatwall panels, hook systems, and glass display counters can be supplied in consistent specifications across multiple locations, supporting national rollouts, new store openings, and ongoing refits with reliable uniformity across every site.

Contact Dinya Shop Fittings