Retail Rejuvenation

Telecom Stores

Our brief was to refresh Telecom’s retail presence, reflecting the organisation’s powerful new positioning and identity. We created a scalable model that could stretch across (existing and new) stores of all sizes. The stores reinforce the benefits design gives as a management tool – building product understanding and brand continuity across the board.

Natural textures offset white surfaces, softening the technical aspects of the space. Layering of materials and colours has been minimised, providing a flexible but premium backdrop for variable merchandise and information. The effect is a uniquely New Zealand aesthetic that keeps the focus on ‘you’. Modularity has been embraced to allow easy merchandise and information change outs. The design also reflects a move beyond mobile phones, increasing sales of non-mobile products and a focus on services that work best for Telecom’s customers.


Pictured is Telecom Botany – one of the first stores to receive the new treatment. Since the upgrade sales have increased, and feedback from stakeholders has been incredibly positive.


Deliverables: Environmental graphics including fascia, kiosk, totems, window frosting etc.