Retail reimagined to help reinvent an iconic brand

One New Zealand - Network Experience

Our challenge was to revolutionise the physical footprint of a ‘retail space’ with a future focused lens, and to reinvent the brand through a newly defined experience that was directly informed by the voice of the customer. In partnership with One New Zealand, formerly Vodafone, and our research partners Perceptive, we sought to unlock the magic of technology and localise the customer experience for all of Aotearoa New Zealand by placing users at the core.
Bespoke research revealed the need for users to navigate their experience in a way that best suits their purpose for being in store. Instead of relying on the conventional brand-coloured retail networks of the past, we chose a confident design language and spatial layout that responds to the functional and emotional needs of the users. Our strategy was to create two distinctive zones.
A calm and welcoming lounge for personal service, diagnosis, problem-solving and tailored product alignment. 
The ultimate tech cave, filled to the brim with devices to touch, interact with and purchase. A vivid and memorable experience with a raw and industrial look and feel. Back of house in real-time with integrated storage and display.
The hosting capabilities of the space allows for live events, music, food and beverage, in-store activations, as well as business customers to utilise the space for brand partnerships. Semi-private workstations allow digital services to be done locally during quieter periods of foot traffic.
A four-month review post implementation has seen 12% more foot traffic, a 30% uplift in sales, 9% more human interactions, and a 9% increase in monthly acquisitions nationwide.

Collective Effort

Collective Effort

Gareth Huston
Principal
Auckland
Scott Compton
Head of Design, Principal
Auckland
Yuran Qin
Associate
Auckland
Gier Jong
Associate
Auckland
Awards
DINZ Best Awards - Retail Environments - Silver Pin DINZ Best Awards - Spatial Design Communication - Silver Pin

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