Display & Design Ideas - August 2009 - (Page 22)

22 | Design Snapshot Mobile playground Fun and technology go hand-in-hand at the new T-Mobile Playground concept By Tiffany Jyang, Editorial Intern S hoppers should gear up for a major shift in the world of wireless retailing, as Bellevue, Wash.-based T-Mobile USA unveils its innovative new Playground Store concept in Scottsdale, Ariz.; Mesa, Ariz.; Salt Lake City; and Issaquah, Wash. Ranging from 1,500 sq. ft. to 3,500 sq. ft., the Playground Store’s bright, open layout evokes a sense of playfulness, and offers customers a new retail space that is “fun and easy to shop,” says Ron Singler, design principal at Seattle-based Callison, the firm responsible for the design. “They wanted to reinvent the category, meaning change the way people perceive the wireless experience,” he adds, referring to T-Mobile’s objectives for the new store concept. “It’s a very commoditydriven business at present. Whoever’s got the cheapest phone, the cheapest plan, best coverage—that’s where customers tend to land. What we’re trying to do is give them a little bit more of a reason to spend and come back to the store.” In order to create the interactive, playground-like retail space, Callison’s internal Brand Experience group teamed up with Los Angeles-based lighting consultant LBA, New Jersey-based technology and video consultant Creative Realities Inc. and advertising agency Publicis Seattle. In an industry where the accessories and devices are sleek, complex and futuristic-looking, the Playground Store projects clean shapes and a fresh, bright color palette that applies T-Mobile’s signature magenta color as an accent. The store is organized in a functional front-toback layout based on consumer shopping styles, with each step into the space providing a different shopping experience. Tech-savvy shoppers can refer to the cashwrap at the storefront for quick and easy purchases, while less knowledgeable customers can consult with a salesperson at the “answers” desk, located at the back of the store. Interactive displays scattered throughout entertain browsers and occupy children accompanying their parents. “More and more of the wireless retailers are trying to provide elements within the store that engage the customers,” Singler explains. “We’re really trying to change [customers’] mindsets to make it more of a retail shopping experience, and less of a transactional experience. I think this store does that, and that’s one of the differentiators. It’s not about just selling phones.” |ÊÊAug ustÊ2009 www.ddimagazine.com Photos: Courtesy of Callison http://www.ddimagazine.com

Table of Contents for the Digital Edition of Display & Design Ideas - August 2009

Display & Design Ideas - August 2009
Contents
From the Editor
Newsworthy
Consumer Insights
Quick Tips
Greentailing
Editor’s Choice
Design Snapshot
Barbie Shanghai
Channel Focus: Alternative Retail
Store Windows Showcase
Right Light
Product Spotlight
Preview: DDI Forum 2009
Calendar
Advertisers
Classifieds
Think Tank

Display & Design Ideas - August 2009

https://www.nxtbook.com/nxtbooks/designretail/201402
https://www.nxtbook.com/nxtbooks/nielsen/designretail_201401
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20131112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201310
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201309
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201308
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201307
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201306
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20130203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201301
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20121112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201210
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201209
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201208
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201207
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201206
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20120203
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201201
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20111112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201110v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201109
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108_v2
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201108
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201107
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201106
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201103
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20110102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20101112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201010
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201009
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201008
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201007
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201006
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100405
https://www.nxtbook.com/nxtbooks/nielsen/ddi_201003
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20100102
https://www.nxtbook.com/nxtbooks/nielsen/ddi_20091112
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200910
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200909
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200908
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200907
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200906
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200905
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200904
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200903
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200902
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200901
https://www.nxtbook.com/nxtbooks/nielsen/ddi_200812
https://www.nxtbookmedia.com