Staying Connected
THE CHALLENGE:
As technology continues to evolve at the speed of light, BlackBerry is determined to stay connected to customers and ahead of the competition. For them, that meant developing their first ever Blackberry retail store and taking it directly to the busy, traveling public. They called upon us to create a branded retail environment that defines the entire BlackBerry product line and elevates their brand image.
THE RESOLUTION:
Retail is the focal point of customer fulfillment, which is why a fully equipped, interactive retail store was the key to our design strategy. The first thing customers see when they enter the store is the BlackBerry Bar, showcased here is one of every device available for instant interaction, comparison, and ease in solution-selling. Situated primarily in airport locations, this concept offers quick "grab and go" accessory shopping opportunities as well as a longer, more immersive shopping experience. Modular fixtures also offer BlackBerry in-store flexibility regardless of their location. A strong graphic brand presence created a distinct environment that was undoubtedly a BlackBerry store. But more than just devices, accessories and colors, the in-store experience also encompassed the intangible add-ons that customers aren't always aware of. Like the services and additional software that's available to make life easier. Through sleek design elements and simple in-store communications focused on features and benefits, we created a complete solution-selling experience. As a result, BlackBerry has a resounding presence in the retail marketplace and complete control over the customer brand experience.
