Signals & Stats : Daily Signals

Store of discovery

By Alex Jordan 29 : 01 : 2016 Dalziel & Pow : O2 : Phone Shop

Manchester – O2 has opened its new northern flagship store, shaking off the traditional mobile phone shop stereotype.

To date, mobile phone shops have served a very functional purpose
O2 Gurus will offer customers technology tutorials, including how to use technology to get fit

02 store by Dalziel & Pow, Manchester

Designed with the help of London-based agency Dalziel & Pow, the Market Street store’s open-plan design features separate zones dedicated to retail, relaxation and inspiration. Customers on any network are encouraged to connect with the store – whether through working remotely at the communal table with a complimentary coffee, charging their phone or taking a technology workshop with an O2 guru.

‘Thanks to the versatile design, the stores will be regularly updated to tell relevant stories, ensuring that customers always have something fresh to discover and a reason to go into the store,’ says Simon Parkes, design director at Dalziel & Pow.

Each month the store will have a different themed interactive takeover. For its opening, O2 created an area dedicated to the latest Star Wars film, complete with an Inspire zone where customers can try a remote control toy of one of the film’s characters.

A second store is due to open in Westfield White City later this month.

The Big Picture

Digital culture has taught us to prioritise efficiency and speed, but has also limited the emotional and revelatory impact that brands can play in consumers’ lives. Find out more in our Revelation Brands macrotrend.