- Bringing ‘seamless mobility’ to life
In a sector as highly competitive as telecoms, a distinctive and engaging retail and brand experience is critical in building a relationship with consumers. As such, we were approached by Motorola to create a global strategy and creative solution for the Motorola retail experience. We needed to reflect the very the essence of Motorola and its products, to develop a unique brand experience that would appeal to customers in diverse geographical markets, and create a bond with Motorola’s ‘seamless mobility’ message. It was vital that we found a solution that was simple and flexible enough to adapt for local markets, size of store and level of investment.
- Harnessing ‘paradox’ to deliver the Motorola retail experience
The creative solution focused on one key insight – that Motorola’s handset designs set the brand apart in consumers’ eyes. We were inspired by the iconic designs such as the Razr and the Pebl, and the inherent visual contrasts in these phones – hard edges but soft lines. By using this ‘power of paradox’ at its core, the new retail space provides an environment that reflects and reinforces Motorola’s unique and innovative range of handsets and accessories. The retail experience now brings ‘seamless mobility’ to life by showing customers how Motorola products work together to make life easier.
- Global positivity
Through our work we were able to create an engaging retail space that put the products at the heart of the store and enabled customers to freely experience the functionality and aesthetics of a Motorola phone. The overall design created an emotional warmth around the brand’s message of ‘seamless mobility’, while clearly communicating the product values and benefits.
Positive feedback on a number of parallel initiatives around the world led to further successful test stores in Russia, Chicago, Las Vegas and Switzerland. The concept has now been rolled out across the rest of the world, including in prime locations such as the GUM Shopping Centre on Moscow’s Red Square.