Viva Móvil flagship store design

Shopworks UK was excited to collaborate with worldwide pop icon Jennifer Lopez recently, to create her brand new flagship store in New York.

A collaboration between Jennifer Lopez, Brightstar and Moorehead Communications, Viva Móvil aims to attract customers from the Hispanic community.

Following a competitive pitch, Shopworks UK was contracted to design the first four flagship stores, responding to a brief influenced by Jennifer Lopez as the brand's chief creative officer. After a briefing in Las Vegas, Shopworks head of design Mark Irlam worked with Moorehead to create a concept in just six weeks.
 
The new store concept is based on multiple channels, rather than purely focusing on creating queues at tills. The target audience tends to shop with other people, either as a family day out or in large social groups; so the retail design reflects this, by including both social and product-specific touchpoints.
 
For example, if a customer is conducting a mobile phone transaction, they can sit in a family zone, with clustered seating and children's play area. Digital fanatics can go to an app bar at the back of the store, complete with huge TV screens and social media feeds; and a home bundles area shows people how to connect their phones to home wi-fi systems.
 
Shopworks head of design Mark Irlam commented: "Jennifer Lopez is a global icon and she was clear about the need to build strong customer relationships with the Hispanic community. To translate her brief into a strong store design, we needed to focus on very specific audience needs; the new outlet needed to be a shop, a showroom and an experience zone rather than just a sales floor. 

"The finished result appeals emotionally; it's a place where customers can shop with family and friends. But it's also functional. You don't need to go to a store to buy a phone, but you may need to if you want to understand wider issues such as how it links to your home wi-fi. So our vision was to create a live, fully immersive environment with phones, tablets speakers, headsets and accessories."

 "Although it was a tight timescale, we all knew we had to deliver to tie in with Jennifer's punishing schedule. We're really proud of the results; it's a store that puts family at the heart of the shopping experience."

Having designed the first store, Shopworks is now lined up to create three further flagship stores, with the designs then set to roll-out to a network across the United States.