VMSD - August 2017 - 11

K E V I N S C O T T, S E AT T L E

THE GOODS

PORTFOLIO:

Smart, Manila, Philippines

W

hen Seattle-based architecture and design firm NBBJ was
called upon to help create major
communications company PLDT's (Makati,
Philippines) latest flagship/concept store,
Smart, it envisioned an engaging, modular
experience for its visitors.
"A flagship is different than a standard
store, therefore it's especially important to
create a strong brand identity," explains Sung
Cho, senior project designer, architect, NBBJ,
about the project's goals. In addition to creating a physical dimension of the brand and
communicating its promises in store, most
important, according to Cho, was creating a
social space.
The open format is filled with sweeping
organic shapes, from the expansive lighting
treatments to its architectural features. The
edges of the space extend outward in various
spots, creating staggered seating areas. Its
layout can be rearranged to accommodate cer-

tain events, and "egg-shaped" digital displays
on the sales floor are equipped with wheels for
easy mobility. Other interactive digital touchpoints throughout engage customers and visitors, as does its petite in-store café.
"In the Philippines, architectural integration of digital elements isn't very common,"
says Sam Stubblefield, principal, NBBJ. Despite
the tech-centric nature of the product - smartphones and home security, primarily - PLDT
was most interested in encouraging people to
interact with each other in store.
"We designed from a [social] perspective,
so when you enter the store, you first see people connecting," Cho says.
Informational screens are eye-level on the
wall - what Stubblefield calls "heads-up culture" - so people aren't only looking down at
the phones. Other digital offerings include
games and interactive software to help shoppers engage one another.
The sales associates are also on the floor

to help guide customers. For example, if a customer must sign a contract during a purchase,
associates can easily access blank paperwork
stored inside some of the benches built into
the store's wood-paneled perimeter.
"The biggest challenge was figuring out
how to convert the wire-framed digital experience and concepts within the tight timeframe,"
says Stubblefield about the specified digital
equipment and content for the on-floor displays. "We pooled our resources from digital
vendors - it was an all-hands-on-deck mentality that got it done."
In the end, Stubblefield is satisfied with the
seamless in-store experience: "More and more,
we're seeing the [desire] to have the 'digital'
and 'physical' divide close," he says. "They're all
just tools in the toolkit, helping us create architecture and helping serve customers a better
environment." -Carly Hagedon

VMSD.COM

|

AUGUST 2017

11


http://www.VMSD.COM

Table of Contents for the Digital Edition of VMSD - August 2017

VMSD- August 2017
Contents
From the Editor
VMSD Editorial Advisory Board
The Goods
Next Store
Best Dressed
The Sounds of Music
Come Together
The Feeling of Fresh
The Spirit of New Orleans
Showroom
Showroom
Ad Index
Checking Out
VMSD - August 2017 - Intro
VMSD - August 2017 - VMSD- August 2017
VMSD - August 2017 - Cover2
VMSD - August 2017 - 1
VMSD - August 2017 - Contents
VMSD - August 2017 - 3
VMSD - August 2017 - From the Editor
VMSD - August 2017 - 5
VMSD - August 2017 - VMSD Editorial Advisory Board
VMSD - August 2017 - 7
VMSD - August 2017 - The Goods
VMSD - August 2017 - T1
VMSD - August 2017 - T2
VMSD - August 2017 - T3
VMSD - August 2017 - T4
VMSD - August 2017 - T5
VMSD - August 2017 - T6
VMSD - August 2017 - T7
VMSD - August 2017 - T8
VMSD - August 2017 - 9
VMSD - August 2017 - 10
VMSD - August 2017 - 11
VMSD - August 2017 - 12
VMSD - August 2017 - 13
VMSD - August 2017 - Next Store
VMSD - August 2017 - 15
VMSD - August 2017 - Best Dressed
VMSD - August 2017 - 17
VMSD - August 2017 - 18
VMSD - August 2017 - 19
VMSD - August 2017 - 20
VMSD - August 2017 - 21
VMSD - August 2017 - 22
VMSD - August 2017 - 23
VMSD - August 2017 - 24
VMSD - August 2017 - The Sounds of Music
VMSD - August 2017 - 26
VMSD - August 2017 - 27
VMSD - August 2017 - Come Together
VMSD - August 2017 - 29
VMSD - August 2017 - 30
VMSD - August 2017 - 31
VMSD - August 2017 - 32
VMSD - August 2017 - 33
VMSD - August 2017 - The Feeling of Fresh
VMSD - August 2017 - 35
VMSD - August 2017 - 36
VMSD - August 2017 - 37
VMSD - August 2017 - 38
VMSD - August 2017 - 39
VMSD - August 2017 - The Spirit of New Orleans
VMSD - August 2017 - 41
VMSD - August 2017 - 42
VMSD - August 2017 - 43
VMSD - August 2017 - 44
VMSD - August 2017 - 45
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VMSD - August 2017 - Showroom
VMSD - August 2017 - 75
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VMSD - August 2017 - Showroom
VMSD - August 2017 - 79
VMSD - August 2017 - 80
VMSD - August 2017 - 81
VMSD - August 2017 - Ad Index
VMSD - August 2017 - 83
VMSD - August 2017 - Checking Out
VMSD - August 2017 - Cover3
VMSD - August 2017 - Cover4
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