Pop Up Store for telecommunication company The Phone House
With "The Phone Exchange Workshop" the telecommunication company 'The
Phone House' goes guerilla. For a store in Germany COORDINATION in
collaboration with 'Berlinomat - Platform for Berlin Design' came up
with a retail concept very unusual in the telecommunications sector: a
temporary Pop Up Store. In the fashion industry this is a widely
accepted form of guerilla marketing, but taken out of this context and
applied to a telecommunications store, this form of retail environment
is an absolute novelty.
Right in time for the heavy christmas shopping days, the Pop Up Store
was launched last december - for 12 weeks The Phone House moved into
one of the long and narrow shop spaces on Germany's oldest shopping
precinct, Hohe Strasse in Cologne. COORDINATION created a space with a
vibrant bipolar atmosphere, pulsating between the two extremes
'workshop' and 'castle'. In the entrance area a very special device
drew the attention of passers-by and led them into the store: With a
giant drill machine customers could drill a hole into their old phone,
nail it right on one of the long side walls and write their personal
dedication next to it. By doing so, they contributed to the graphic
concept used throughout the store - except the price tags, all graphics
were hand-made and designed by the Berlin-based swiss design duo
jacquesetbrigitte.com.
Besides the graphic there was even more for the customers to discover.
Those people nosy enough to look inside the doors of the worn-out metal
lockers were rewarded with small gadgets like 50's-style pin-up
pictures and other small details that can also be found in any 'proper'
workshop. Along the lockers and the ad-hoc presentation modules made of
rough white euro pallets with a sleek glass surface, customers were led
from the lively workshop area towards the more quiet and sophisticated
back end of the space, where they could get consultation on their best
plan options and choose a new cell phone model among those they
strolled past on the way. For this procedure the store provided two
different spots: Those in a hurry could make their decisions on the
standing consultation counter at the rear end of the tube-like store
space, whereas for longer consideration customers could sit on the
white ad-hoc lounge bed in the cozy back corner and take a relaxing
break before heading outside again into the noisy rush of pre-christmas
shopping. |
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Artwork:
jacquesetbrigitte.com
Client:
The Phone House Telecom GmbH
Münsterer 109
D - 48155 Münster
www.phonehouse.de
Location:
The Phone House
Hohe Strasse
Cologne Germany
Photos:
Patrik Patz
The Phone House
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