Selected Telecom Retail Projects

Transcription

1 Selected Telecom Retail Projects

2 Telecom Retail Design Jordan Parnass Digital Architecture (JPDA) designs unique store environments to help telecom retailers stand apart from the competition and deliver an unparalleled customer experience. Today s challenging retail climate, and the increasingly mature wireless marketplace demand fresh, creative thinking to both attract and retain shoppers. This doesn t mean throwing money at the problem, but rather knowing how to make key strategic investments to create and capitalize on opportunities to improve the shopping experience. Our extensive knowledge of the international real estate market, as well as our experience with branding and retail design means we can develop unconventional and hybrid solutions which leverage the best of a client s existing assets while preparing for growth. These solutions can incorporate a range of approaches including visual merchandising, fixture design, finishes and lighting design, in-store communications, architectural re-branding, customer brand experience, as well as pop-up, re-skinning and other short-term retail and roll-out programs. We offer a turnkey service, starting with brand and segment analysis, and encompassing market research, location scouting, lease negotiation, fixture design, prototyping, store design, landlord approvals, permitting, bidding, roll-out and construction administration, fixturing and merchandising. Eco-friendly choices are seamlessly integrated throughout each stage, including material and finish selection, building systems design, construction sequencing, and in-house LEED administration. Every project is thoughtfully designed and managed to ensure the greatest return in beauty, operational efficiency, and customer talkability. Please contact us to learn more about how we can work with your company to take advantage of today s unique opportunities to maximize sales growth for the long term. Contact JPDA 68 Jay Street, Suite 213 Brooklyn, New York USA [email protected]

3 Contents O2 Concept Store... 4 A new model for experience-based retail. Apple iphone UK Launch... 6 Bridging the gap between two big brands. O2 Retail Strategy Proposal...7 Defining a new retail category: The Connectivity Shop. O2 Retail Refresh... 8 A thoughtful redesign humanizes the mobile shopping experience.

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5 O2 Concept Store A new model for experience-based retail. Manifesting UK mobile telecom provider O2 s call to action, the O2 Concept Store invites visitors to explore, play and see what you can do. The core of the store experience consists of four interactive worktables with staff Gurus each focused on specific creative activities enabled by O2 products and services. The Photo, Video, Music and Games experience tables are merchandised as in-progress creative workspaces with handsets, laptops, and props scattered as they might be on your desk at home. By creating a customer-focused environment that feels more like a studio workshop, technology is made approachable and understandable to shoppers who would likely be put off by a traditional mobile phone store. 5 Opposite: The worktables allow for guided hands-on creativity with O2 products and services. Top: Customers are serenaded by wireless Speaker Pots as they enter the shop. Above: The store includes lounge and seating areas to encourage relaxed interactions with staff.

6 Apple iphone UK Launch Bridging the gap between two big brands. JPDA worked with Apple and its mobile partner O2 to develop the display fixture system for the launch of the iphone in the United Kingdom. The brief was to design display fixtures which would serve as an integrated platform for the two brands. The goal was to present the iphone as both wholly Apple s and yet very much brought to you by O2. The displays would need to stand apart in retail environments, yet integrate visually and structurally with both older and more recently updated store fixture designs in both O2 and Carphone Warehouse locations. JPDA s solution was to employ minimal forms and warm materials to capture the essence of both brands in friendly, tactile and functional objects. 6 Top: The wall-unit was designed to slide into a variety of existing store fixture systems. Above: The floor unit presents the iphone at counter height and allows the customer to engage with the phone in a comfortable setting.

7 O2 Retail Strategy Defining a new retail category: The Connectivity Shop. The refinement of its Brand Promise to include Helping Customers Connect led to JPDA s creation of a multi-year strategy for evolving O2 s retail estate into 2011 and beyond. Anticipating the shift of telecom retail away from simple devices and service contracts into lifestyle-based integration and consulting, the new category of Connectivity Shop was developed. This hybrid enterprise would be a place where customers meet with friendly, knowledgeable staff enthusiasts who walk them through complete custom connectivity solutions, involving a range of hardware, software and service options. By focusing on providing the missing link between consumers, devices, and services, the stores would lift O2 up to stand apart from the bare knuckle world of commodity equipment and ruthless price wars. 7 Top: The shop presents lifestyle solutions, promoting integration between hardware and services. Above: Modularity was key in creating a strategy that could adapt to an evolving product offering.

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9 O2 Retail Refresh A thoughtful redesign humanizes the mobile shopping experience. Recognizing the need to update a sprawling estate of over 300 mobile phone shops, O2 asked JPDA to develop a store design that would both increase customer engagement, as well as be installable within a typical seven-day renovation period. By focusing on how customers actually use their phones and mobile services, as opposed to how the companies like to market them, the new design turns traditional categorizations and store layouts on their heads. The display fixtures encourage customers to pick up and play with the handsets, and directs staff to focus on lifestyle service integration as opposed to the hard sell of hardware alone. Each store features multiple areas for casual interaction with staff, allowing for group product demonstrations, one-on-one tech support and personalized advisement. 9 Opposite: Products are segmented into categories based on features and services. Top: Display tables are situated in large, open storefront windows, to showcase shoppers interacting with products. Above: Custom furniture promotes technology integration and encourages more casual customer interaction.

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11 About JPDA Jordan Parnass Digital Architecture (JPDA) is an interdisciplinary practice combining architecture, digital media, branding and experience design. The JPDA retail portfolio includes award winning projects which vary in size from a few thousand, up to hundreds of thousands of square feet. Since the firm s inception in 1997, JPDA has produced over 150 stores world-wide from our offices in New York, London and Shanghai. As a design-driven firm, our goal in accepting projects is to produce work of the highest quality, with every project individually managed to fit each client s needs and requirements. All of our projects are unique solutions, regardless of program or scale. Our holistic design process is completely centered on Customer Experience, and builds off of that foundation to integrate the broad spectrum of specializations that constitute our core scope of services. We never lose focus on the ultimate goal, which is delivering customers an unparalleled environment for shopping. Leveraging our specializations in Architectural Design, Experience Design, Retail Design, Brand Development, Interactive Media and Rollout Management, JPDA is uniquely positioned to deliver its clients full service turn-key project management. JPDA will work as the client s ally throughout the complete process from initial analyses and concept through design development, construction, fixturing and final handover. JPDA easily integrates into an existing workflow, and will oversee our client s other agencies to coordinate communication, project management, security and operations. Combining computer visualization, digital design, and web-based technology has made us particularly adept at transforming prosaic materials and programs into engaging and interactive environments. We also focus on maximizing the return on construction costs. Our experience and flexibility ensures that regardless of budget, every project is designed for maximum impact, incorporating superior efficiency, economy, and aesthetic beauty. Services Architectural Design Envelope and Facade Interior Design Furniture Selection Landscape Design Campus Masterplanning Retail Design Fixture Design Prototyping POS/POP Displays Visual Merchandising Window Displays Interactive Media Web & E-Commerce Design Interface Design Information Architecture Online Experience Design Technology Integration Strategic Planning Market Analysis Site Selection Walkthroughs Zoning Analysis Feasibility Studies Architectural Branding Architectural Brand Analysis Brand Guidelines Creation Materials Palette Design Graphics and Identity Design Brand Guardianship Brand Development Brand Identity Brand Vocabulary Tone of Voice Positioning Extension Opportunities Experience Design Customer Engagement Event Architecture Staffing Criteria Customer Journey Event Programming Project Management Lease Negotiation Permitting and Approvals Construction Administration Rollout Management

12 68 Jay Street, Suite 213 Brooklyn, New York USA