O2’s new store concept radically re-thinks the nature of telecoms retail, inviting customers – whatever their network – to interact with the store in a way that suits them. Whether working remotely at the large community table with a complimentary coffee, hearing about the latest local music events or taking a workshop with an O2 Guru, it’s a relaxed, agile and social home from home.
London and Manchester, UK; November 2015
O2 is Britain’s second-largest mobile telecommunications provider, counting over 23 million customers. It runs 2G, 3G and 4G networks across the UK and operates over 450 retail stores.
Moving past the interactive inspiration zone, the customer comes to the heart of the store – ‘Discover’ – where a large architectural community table offers everything from workshops to phone-charging pads. Hidden projectors overlay animations and messages onto the table, inviting customers to explore and enjoy the space. Expressing local culture is also central to the concept; even before the stores opened we created hoardings with illustrations of each city’s skyline, and at the Manchester branch interactive films featured local people saying what they love about their city and culture.
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