The redesign of this flagship Telco store had multiple objectives. It needed to:
feel experiential and invite self-exploration
facilitate customer support and associate engagement
support customer education and build community
With the above ask and this telco’s product lineup, we saw an opportunity to design a unique experience that bridged physical and digital experiences. By immersing the customer in short vignettes that demonstrated the features and benefits of products. We could show how they integrated seamlessly into life and were underpinned by a 5G network.
Telco Concept Store
Inviting Self-Exploration
Lifestyle vignettes were designed to bridge the physical and digital, with physical objects extending into digital spaces. At each vignette, when a customer initiated an action, the environment would respond.
Bridging digital and physical
We were excited by the opportunity to trigger all the senses and bridge digital and physical interactions. Dayparting and lighting could be used to demonstrate product benefits in a 24-hour day cycle, and vignettes could be themed based on seasonality, ensuring the space always felt fresh and inviting.
Immersive Experiences
The centre of store is a product demo area, with smart table tops and device recognition. Customers could interact and explore products independently, or with an associate could engage easily in a barrier free environment. The space is flexible and can transition to an event space.
Creative development continues on this experience.
My Role
As Creative Director of Digital on this engagement, I supported the Director of Customer Experience and Creative Director of Brand to conceive of the concept, outline the Customer Experience and helped envision interactions and product integration. I played a support role in Client Presentations and facilitated the introduction of technology partners who furthered the concept development.
The Team
Director, Customer Experience: Kevin Hisko
Creative Director, Brand: Ocean Ronald
Creative Director, Digital: Bronwyn Anderson
Senior Environmental Design: José Manuel Reyes, Luiza Albertini
Technology Consultant: Rodeo FX