Nestled in Melbourne's CBD at the base of the Sheraton Hotel, the design of ‘With Gusto’ stems from a conceptual narrative and an exploration of localism. Natural elements such as small stones trowelled onto the bar, a repurposed tree slice as a table, and a vertical living landscape create a tactile, organic ambiance, engaging the senses and tying the narrative back to the local landscape that the products originate from. The brief was to design a cellar door capable of hosting events, while repurposing elements of the existing fit-out to create a fresh identity and address visibility challenges to existing facade. Diverse display methods engage with both the interior, streetscape and entry of the Sheraton Hotel. Internally, versatile zones accommodate various activities, from educative workshops to casual gatherings. Considering factors like inflation and rising costs, a sustainable approach was taken by repurposing materials, allowing us to achieve a more comprehensive design outcome compared to starting from scratch. Serving as a vessel for product display, social interaction, and edification, the interior offers a holistic experience. The integration of an events cycle enriches the experience going beyond mere merchandise presentation, leaving a lasting impression on occupants who experience or learn something valuable to take away. In response to evolving retail landscapes, we aimed to enhance consumer engagement, utilising the store to educate, reinforce local brand positioning, and promote the sale of regional Victorian products. Beyond retail, the space serves as a hub for education and community engagement, hosting regular events where local artisans share insights into vinicultural heritage through interactive tastings. The store makes regional products accessible in an urban setting, catering to both connoisseurs and casual enthusiasts with a thoughtfully curated selection. More than a retail outlet, the store offers a journey through the terroir, culture, and traditions that define the region's winemaking legacy.