Saturday 29th January 2011 / Retail Thoughts

The Carphone Warehouse – At Home Store

Taking phones off the wall

With so much technology under one roof, The Carphone Warehouse has a complex offer to present to shoppers. Controversially, we moved the mobile phone offer from the usual wall presentation onto central tables to draw people further into the store and create a focal point for the handsets. Feature wall portals highlight specific product groups and interactive units encourage customers to pause, play and take their time.

We designed an easy shop space where the use of natural finishes such as timber, glass and stone create a welcoming environment – very different from the high tech materials used in the majority of mobile phone retail environments at the time.

The design has been strategic in manifesting The Carphone Warehouse vision for how mobile phone and home broadband offers should be communicated within the store environment. Our design has has been rolled out across the UK and Europe, and has been hugely influential in changing the retail presentation of all telecommunication brands on the high street.