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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.

Where, When

London and Manchester, UK; November 2015

About the client

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.

A bit more detail

The concept effectively brings the world of O2 Priority in store, becoming a gateway to the latest events and regularly updated to tell relevant stories. An Attract & Inspire zone, including a set of reconfigurable digital screens, hosts brand takeovers at the start of the customer journey. For launch, this saw interactive display around the movie Star Wars: The Force Awakens. These flexible design elements ensure customers always have something fresh to discover and a reason to visit the 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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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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