Dulux, one of Australia’s most trusted and iconic brands, partnered with E2 to design Studio D (D-LAB) – a pop-up innovation lab within the Inspirations store in Armadale. The space was conceived as a test environment to trial new digital colour selection tools, reducing reliance on traditional printed colour chips and paving the way for a more sustainable, streamlined customer journey from inspiration to paint purchase.

The objective was to create an inspirational, intuitive, and confidence-building environment where customers could explore and select colour digitally, free from the stress and confusion often associated with traditional colour selection. By integrating digital technologies with Dulux’s trusted brand presence, Studio D supported faster decision-making, built confidence in adopting new tools, and demonstrated the potential of digital platforms to improve colour-to-purchase conversion across Dulux’s national retail network.

Sustainability was at the heart of the project, with E2 designing the space around recyclable, responsibly sourced materials, disassembly-ready finishes for reuse, manufacturer-supported recycling programs, and the use of highly efficient LED lighting and energy-saving digital technologies. In doing so, Studio D not only redefined the colour-shopping experience but also advanced Dulux’s commitment to environmental responsibility.