Telstra Queen Street in Brisbane is another one of the ICON stores that have been upgraded, along with an engaging solution for their devices and accessories.


Retail Security


Queen Street, Brisbane

telstra queen street mall brisbane sabel case study, telecommunication store, external view

At a glance

This ICON store is located in Queen Street in Brisane. Sabel worked with the store design and the fit-out team to source a range of merchandising display options that encourage customer interaction with the products, reduce theft, and offer the flexibility to cater to merchandise that is regularly updated.

Sabel continues to enjoy a long association with the bricks and mortar retail division of Australia’s largest telecommunications provider, Telstra.

We continually aim to increase customer engagement with smartphones and mobile technology, while also securing products against theft.


Our Approach

Showcasing mobile technology, such as smartphones, presents a unique challenge. On the one hand, the customer needs to touch, feel and interact with the latest technology. On the other, these valuable items need to be protected against theft.

Meanwhile, the regular updates to product lineups require a merchandising solution that can cater not only to what is available now but what will be available in the future.



In response to these needs, Sabel provided Telstra Queen Street with state-of-the-art InVue merchandising displays that are purpose-designed to encourage customer interaction while providing superior security.

Each display features a minimalistic design that allows customers to pick up and engage with the product. Importantly, it also allows the staff to lock the phones down when necessary.




The displays cater to a wide range of smartphone and mobile technology brands and have the ability to accommodate both current and future product lineups.