The store targets at three highlight categories of customers: Trendy, Lifestyle and Tech Savvy. To make sure each of these types of customers recognises themselves in the store, COO created a flexible interior scheme. In showcasing the products, three different tables with ‘serving trays’ cater to different target groups. Combining customised graphics with targeted package solutions, products are thematically presented in combination with related accessories and recommended apps and carriers.

Apart from product presentation, the store concept involves essential interactive elements, with the App Bar as a central spot. Following a black runway from the entrance to the end of the store is a large interactive screen where customers can try out mobile apps on the spot. On either side of the screen, customers will find App Bars, where training, support and purchasing take place.

To enhance the idea of the store as the customers’ digital playground, the space is designed to facilitate and stimulate a personal and fun way of communicating. Bright, uplifting colours were combined with warm natural materials such as wood. In the layout of the store, the hybrid and flexible form of the digital cloud can be traced back. Painted pegboards cover the walls, allowing display shelves and decors to be hung freely within the whole space and to be changed flexibly. By using graphic inlays in the presentation trays, the furniture can be
used flexibly as well.

COO reinterpreted the act of purchasing mobile products by creating an environment wholly built around the concept of customer care and interaction. The ever‑changing store concept not only raised brand awareness but keep customers to revisit for an exciting and new experience every time.