E2 collaborated with R.M. Williams to reimagine and roll out an iconic Australian retail experience across Australia, New Zealand, and international locations. The design honours the heritage and craftsmanship of the brand while creating an authentic connection with a global audience, transporting city dwellers into the Australian outback through earthy materials, warm tones, and immersive environments.

The re-invented brand spaces showcase iconic products as key engagement points throughout the consumer journey, balancing high-impact visual merchandising with flexibility for a consistent rollout. Every store evokes the narrative of the bushman, from rusted copper roofs and red earth palettes to the warmth of the Australian sun, immersing visitors in a tactile and sensory experience that reflects the durability, authenticity, and spirit of R.M. Williams products.

With over 100 years of retail history, R.M. Williams continues to evolve its retail presence, and E2 delivered 74 projects that maintain the brand’s heritage while enhancing perception, enticing new consumers, and extending dwell time in store. The result is a network of spaces that are both globally resonant and unmistakably Australian.