Russian mobile phone operator Megafon required a design to maximise customer traffic flow and exposure to products and services, while creating greater engagement between the customer and the MegaFon brand, in turn increasing profitability.
As an industry based on technology, the telecoms business has historically lived with a slightly cold and aggressive image.We turned this on its head by creating a friendlier and more human in-store experience which enables customers to feel comfortable and at home with technology.
The new interior is a mix of natural materials, fluid design and thoughtful application of colour which creates a customer experience that is welcoming and relaxed, yet at the same time bright, playful and even slightly cheeky. Materials such as real wood and natural-fibre textiles were chosen for their sensory appeal and texture; edges and lines on fixtures, fittings and furniture are soft and curved; and the warm lighting creates a mood of peace and tranquillity. Greens, browns and greys are balanced with clean white for an overall sense of freshness and energised calm.
A minimalist, functional design allows customers access to almost every area of the store, guided through by careful placement of floor units and the gently curving wall, and drawn by the circular display wall (which is a direct translation of the circular brand), and by the stunning ‘forest waterfall' and customer services counter at the rear of the store.
Products and services are clearly displayed and well lit, the giant lampshade gives focus to key products, and the information pods address customer service needs, aiding understanding, stimulating interest and building engagement with the brand. Even the fun acrylic flowers, while adding to the theme, also serve to draw people inside the store and display products and information in a unique and innovative way.