The redevelopment of the State Library of Queensland building has presented significant opportunities for staff to work towards a new focus for reference services. Since the opening of the new building in November 2006, a continuous improvement process, ‘Reinventing reference’, has built on earlier analysis and consultation and has already resulted in changes to the delivery of services. This paper examines the service opportunities made possible by a new physical environment and discusses approaches prior to November 2006 to inform both the structure of future services and the shape of the new building. These approaches included the establishment of a number of service delivery groups, consultation with key client groups and discovery tours within Australia and overseas. The tensions between the role of the building in the shaping of services and the role of the services in the shaping of the building are discussed. The paper will also highlight the success of the innovative Infozone, an informal space, providing internet and 24/7 wireless access. Ongoing improvements to reference services have also built on earlier experience and have been informed by the outcomes of a Value Management study which revealed which activities staff spend their time, by consideration of service delivery channels appropriate clients’ needs, and by the findings of client exit and ‘mystery shopper’ surveys. Current outcomes of the ‘Reinventing reference’ project are discussed, together with challenges posed by this approach.