Deloitte Australia buys start-up MashUp and gets digital design capabilities

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Deloitte Australia has expanded its brand and spatial design capabilities by buying start-up MashUp.

MashUp is a strategic consultancy specialising in integration of brand values, digital content and design thinking, retail spaces, branches, pop-up and workplaces.

Frank Farrall, managing partner at Deloitte Digital, says it’s all about creating a smart physical environment for the consumer who is increasingly expecting a seamless physical and digital experience.

“Our clients are experimenting with the Internet of Things where in-store sensors communicate with the consumer’s apps to provide unique and convenient engagements,” says Farrall.

“MashUp’s capability brings the vital perspective of how the physical environment will need to adapt to this multi-dimensional landscape.”

Robbie Robertson, owner and founder of MashUp, will become a Deloitte partner and brings with him a team of 10 designers.

“Merging our practices sets a global precedent that gives design a leading role in business strategy,” says Robertson.

According to Deloitte research, more than 40% of store visits are influenced by a digital experience. Customers either visit a website or use social media before, during or after the store visit.

Deloitte hasn’t revealed the cost of the MashUp purchase.

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