Making local connections

What we did:
Research & Insights, Customer Experience Strategy, Communications Design, Interaction Design, Content & Social Media, Retail Design, Pop-ups & Activation
Across the UK

The Challenge

Most mobile phone stores are designed to be purely functional spaces. O2 wanted to change that. They needed us to create a vision for the stores that helped them stand out from the crowd and excite and inspire visitors. The brand wanted to be famous for its service, creating a seamless O2 brand journey no matter where the customer is.

O2 store experience

The Solution

We created a store concept filled with engaging digital touches that 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.

Brand takeovers

An Attract & Inspire zone, including a set of reconfigurable digital screens, hosts brand takeovers at the start of the customer journey. For launch, it was all about Star Wars: The Force Awakens, with interactive displays and activities for visitors to enjoy. These flexible design elements mean customers always have something fresh to discover and a reason to visit the stores.


At the heart of the store is the Discover zone, where a large community table offers everything from workshops to phone-charging pads. Hidden projectors overlay animations and messages onto the table, catching the eyes of customers and encouraging them to explore and enjoy the space.

Celebrating the city

Celebrating local culture is central to the concept. Illustrations of each city’s skyline can be seen in the stores, and interactive films at the Manchester branch feature local people revealing what they love about their city and culture

Giving O2 Priority a home

The concept brings the world of O2 Priority in-store. Towards the back of the space, visitors can discover what's on in the local area. This space is also used to serve customers in a relaxed and informal environment.

Multi-purpose spaces

Customers on any network are encouraged to connect with the store in the way that suits them – whether they want to have a complimentary coffee and work remotely on their laptops at the community table, hear about the latest local music offerings, charge their phone or take a workshop with an O2 guru.

O2 store interior

What our client says

We’re re-writing the rule book and creating a new kind of mobile phone shop to help us serve our customers better.” Bridget Lea, GM of Stores

Let's make something great together. Contact us to start the ball rolling.

Get in touch today:

5–8 Hardwick Street

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