Our products & services in your world

Creating a flagship concept store for the brand, that would redefine the retail experience. A true destination store that would turn trying into buying and brand strategy into a powerful brand experience.

Designworks was asked to lead the strategic thinking and concept development for a store experience that would challenge the conventions of 'phone retailing'. We wanted to move from the traditional retail experience, to a customer-centric retail experience – less about the brand, and more about the customer. The idea was “Our products & services in your world”, and it drove a space made up of the zones that people found themselves in every day – home, office & on the move – with a café and a talk zone to flesh out the experience. Providing a retail space that ‘empowers people to try’ and amplifies the joy of ‘user discovery’ by creating a hands-on learning experience. The result was a space that felt welcoming, but that also encouraged the customer to be comfortable in exploring Telecom products in the frame of mind they would be using them.

The store consistently shows the highest average sale per customer of all Telecom’s 32 retail stores in Auckland and took out the Home Group category at the 2011 Red Awards.

Telecom Concept Store, Victoria Street