Next-level customer experience is a goal for many brands. But creating innovative spaces for those next level customer experience is something else. Transforming retail physical platforms to become more impactful is high on most retailers' agendas. Though creating spaces that are unforgettable and that offer a seamless on- and off-line experience takes innovation and some out of the box ingenuity. Former Optus Director of Retail Design Ben Hawkins joins Marc Raco on location in front of a live audience at Online Retailer in Sydney Australia to discuss the opportunities and mindset required for a new paradigm of retail store design, and what that has to do with one of the largest telecommunications companies in Australia.