Woolworths opens digital, creative and media precinct in Surry Hills

Paige Murphy
By Paige Murphy | 17 November 2020

Woolworths Group is bringing together its media, creative and digital businesses under one roof to create an innovation hub in the iconic Seidler Surry Hills building at 372 Elizabeth Street.

Designed by renowned architect Harry Seidler, the landmark Sydney building will house Woolworths digital arm WooliesX, creative agency Greenhouse powered by M&C Saatchi, media business Cartology, and the newly created BIG W X.

The move aims to ensure teams leading brand and creative for the group are better connected to those delivering "industry leading" innovation in online retailing.

On average more than 16.1 million customers visit Woolworths’ websites and apps each week, and increasingly customers use the group’s digital platforms for food and product inspiration, as well as more personalised, effortless and connected experiences.

“As we enter into our next phase of growth and continue to evolve our customer ecosystem, we require a different way of thinking and working," Woolworths Group CEO Brad Banducci says.

“Our aspiration is to create a centre of excellence for digital delivery and creative brand development under one roof and the establishment of an innovation hub at the Seidler Surry Hills will help us deliver on it.

“The architect designed building is ideal for team collaboration and enhancing a collaborative work culture.”

Built in 1999, the fit out of the 3,789 square metre office space is being designed to ensure it is fit for purpose in a COVID-19 world, allowing a creation of spaces to ensure physical distancing and a flexible open plan layout and is adjacent to the current WooliesX offices at 407 Elizabeth Street.

“We’re firm believers in the intangible benefits of social connection, collaboration and innovation, which well-designed shared workspaces can provide," Banducci says.

“These qualities are all central to our ambition to accelerate the growth of Woolworths’ brand through creativity and connected experiences.

“We can’t wait to unlock the opportunities this collaboration will provide us and we look forward to shaping an exciting future in food and everyday needs retail.”

The Woolworths Group National Support Office will continue to operate in Bella Vista in Sydney’s north-west.

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