Michael Hill's newly launched sister brand Medley has launched an immersive virtual store on Instagram.
The pureplay, online-only retailer wanted to give customers the sensory experience of being in-store while also giving itself a space to showcase new collections and influencer collaborations.
The Instagram 1x1 square space is inspired by art galleries and museums and showcases products using marble sculptures of hands, heads and busts as display pieces.
There are also hanging picture frames that feature the brand’s first campaign.
Throughout the virtual store, the user is given close up shots of the products which feature shoppable links, making the path to purchase simple.
The launch of the virtual Instagram store is the latest step in the brand's journey, which has positioned itself as the disruptive, trend-driven sister brand to Michael Hill.
"The team behind Medley identified that there was an opportunity in the market amongst a growing customer audience who have a strong desire for stylish, quality and versatile jewellery," Medley chief brand and strategy officer Vanessa Brennan said when launching the brand.
Since its launch in August, Medley has already grown its Instagram followers to 4,605.