Telecom Concept Store Wins
Red Awards 2011

It was celebrations all round for both Designworks and Gascoigne Associates after our collaboration on Telecom's Victoria Street Concept store saw them take out the Home Group category at this year’s Red Awards.

As part of Designworks' wider partnership with Telecom, we were asked to lead the strategic thinking and concept development for a store experience that would challenge the conventions of 'phone retailing'.

The clear opportunity was identified: to use the head office store to create an environment that pushes the boundaries and connects the future with staff and their customers. Providing a retail space that ‘empowers people to try’ and amplifies the joy of ‘user discovery’ by creating a hands-on learning experience.

It’s a destination store and the best possible space to turn trying into buying and brand strategy into a powerful brand experience.

The concept is centered on the idea: Our Products & Services in Your World. Moving to a You-centric retail experience. In short, the antithesis of what most people had come to expect for a Telco shop. Brilliantly skilled staff use five distinct zones in store to create greater relevance to any product demonstration. ‘Home sweet home’, ‘Work and play’, ‘On the move', ‘Let’s talk’, and ‘Help is here’ form the stage for a well choreographed interactive learning experience, designed to help users fully understand and enjoy the power of new technology.

At the time of opening Telecom Retail CEO, Alan Gourdie explained the importance of the store concept in reflecting the company's ongoing programme of transformation – to put customers at the heart of the company’s thinking and decision-making.

“The philosophy behind the concept store is less about Telecom’s products, technology and networks, and more about our customers and New Zealanders doing what inspires them.”

You can view the Red Awards website here.

3D Architectural sketch rendering courtesy of Gascoigne Associates.