Chee Lam Design (CLD) has designed the flagship store for Parsons Music in Sydney, Australia. Parsons is a leading music retailer in China/Hong Kong, ranking 7th largest in the world and one of the top 3 global piano manufacturers, with over 125 retail stores. In our analysis of Parsons’ retail environments in China, we found there was a significant lack of design vocabulary and consistency, spatially cluttered, and little point of difference to any other music retailer. In a complete design departure from Parsons’ existing stores, CLD has created a new physical brand environment as a launchpad for Parsons in their global expansion. Occupying 2 retail tenancies, the store presents a wide, curved shopfront to the Westfield mall. The functional brief included music retail areas, a multi-function recital space, a point-of-sale/administration area and private teaching studios. The site’s curved frontage, split-level and sloping mall posed challenges to the project, but CLD’s design cleverly uses these constraints whilst drawing inspiration from the sculptural qualities of the musical instruments to create its curvilinear layout and all-timber interior to create a high-impact, immersive brand environment that would introduce the Parsons brand to an entirely new market in the most memorable way.