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TheSwitch

Innovations in Retail Issue 3June 2011

Welcome to The Switch

The Switch List was born to seek out what others are doing and to spotlight

innovations in retail across a wide range of industries across the globe. The

retailers presented here make us think differently of what a store can look like

and provoke fresh ideas on how to engage shoppers. We can’t always be

chasing the new, without taking actions, so let’s learn from these pioneers to

switch to new ways of retailing.

Issue 3: June 2011

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The Third Space

Technology stores you want to spend time in.

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4010 Telekom Shop, Cologne

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4010 is a community focused mobile phone

shop from Deutsche Telekom. With the notion

of the shop as an atelier, ‘a place of art,

community, exchange and experiments’ – 4010

seeks to create unique environments for each

of the stores based upon their locations. The

first in Berlin was heavily influenced by street

art, while this Cologne store nods to the city’s

Ludwig Museum and its collection of pop art.

The shop’s gallery wall displays new works

from different artists every few months, and

they host readings, showcases and workshops

in store. Trestle tables, stretcher frames and

canvases are used to display devices, but

products are secondary to the relaxed and

defiantly anti-corporate atmosphere.

Stand out from the high street with a window into a community experience.

one2free, Hong Kong

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One2free is Hong Kong’s largest mobile phone

shop, where shoppers can discover,

experience and enjoy the mobile lifestyle.

Gone are the days that mobile store customers

need to queue for help. Here, service

ambassadors are equipped with wireless tablet

PCs and can help customers anywhere in the

store. Additionally, one2free has decided that

‘dummies are for dummies’. Only real phone

models are displayed.

The store is divided into two floors with six

experience / leisure zones:

The Loft - Home entertainment

Musicholic Zone - Share and enjoy music

DIY By Purpleland - Pimp your phone

The Hot Spot Café – Relax and recharge

SiFu Studio – Meet the experts

Chill Out Room – Take a break

Make it inviting for people to shop and hang out in a social atmosphere.

Sony Store, Los Angeles

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The new LA Sony store’s philosophy is modular and everything wide open. All 29 current

Sony Style stores will be simply rebranded and remodeled to follow suit. The walls have

magnetic posters for easy changing, as well as slide across the floor to create open spaces.

The overabundance of Sony products allow customers to play around, experiment, as well

as witness some future technologies that are still to come. Also, the ‘cube’ is a black box

room in the middle of the store that is a completely immersive experience showcasing the

best of Sony home theatre.

Aim to beat customer expectations. Offer opportunities to play with products for shoppers to find the best fit for themselves.

Unexpected stories

Adventures in retail.

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Nespresso, Paris

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Nespresso N-Art campaign collaborated with

Indian avant-garde fashion designer, Manish

Arora, to decorate its brand flagship store on

Champs Elysees in Paris. The store was

transformed into a haute-couture venue with

colourful moving animated windows and

displays. His magical stick even touched

Nespresso machines that were transformed into

colourful fun-brewing devices.

Manish unveiled a new collection which is a line

of dresses inspired by Nespresso’s 16 tastes.

The fantastic clothes were made from jewelled

fabrics and coffee capsules. He also wrote a

story behind the legend of his collection - a

fairytale kingdom called 'Swig' which is governed

by Bacchitarius who weds Queen Nespresso.

She gives birth to 16 princesses who then go on

a mission to spread love around the world.

Innovative brand promotion. Find new and inspiring ways to interpret your brand story by collaborating with artists.

Coke Pop Up Shop, Tel Aviv

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This Coke pop up shop was opened in Israel

during the Passover holiday, offering the huge

‘Coca-Cola Recycled Collection’ that includes

trendy apparel, accessories and home

furnishings created from recycled cans and

bottles. To purchase the items, consumers have

to give an empty Coke container along with

money.

Visitors to the store can learn more about the

benefits of recycling and watch how the bottles

and cans they have brought can be used for

making something new. Information stations all

around the space educate consumers on the

benefits of recycling and explain the method for

manufacturing bottles. The purpose of the store

is to educate the public about the benefit of

recycling through the idea of cutting edge

recycled fashion.

Be passionate about an idea and create a space that immerses the shopper in a fun educating way.

LN-CC, London

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Craft an authentic and warm environment to experience the product and get to know the buying stories behind them.

LN-CC (Late Night Cameleon Café) is the way forward for luxury shopping. It’s a website where you can buy all manners of avant-garde fashion, books and vinyl. But if you make an appointment, you can visit the physical shop to browse and speak with the buyers about why they chose each designer or get details on the fit, fabric and handworked finishes of a jacket you saw online.

You enter the shop via an indoor forest and fantastically constructed raw wood and orange acrylic, skeletal tunnel. The space will also host a library, gallery, club room and photographic studio. Fittingly, LN-CC will give you a friendship bracelet if you purchase anything online or in store.

Creative Class

A look at Levi’s workshops.

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Levi’s Print Workshop, San Fran

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Levi’s thinks consumers are savvy; hip to

marketing plans and bored by advertising.

‘The most inspiring thing a brand can do is

to stop mining existing cultural attitudes

and start driving creative production – to

engage both pioneers and the public in a

participatory fashion.’ This is what Levi’s

is doing with the Workshops.

Levi’s first workshop in San Fran’s Mission

district works with local artists and

everyday people to execute craft and print

work in the neighbourhood (e.g. posters,

cards, books, etc). The public can watch

the work being done, but on one day a

week, they can take a bench and work on

their own printing projects. There are also

various workshops for people to attend as

well as Levi’s workwear for sale. Aim to help people experience, rather than be told about the values of the brand.

Levi’s Photo Workshop, New York

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The 2nd workshop is a NYC edition about

the democratic nature of photography and

how it's interwoven into everything in the

city. Here, you can rent digital and vintage

Leica cameras, get advice from digital

technicians and photo assistants, utilise the

photo props and light boxes, snap some

pics in the photobooth, print your photos on

T-shirts and bags, as well as attend

exhibitions and installations.

The main message remains clear – Levi’s

is a brand of the creative class and here to

help local communities re-embrace their

desires for craftsmanship and community.

If a brand makes the extra special effort to give a gift to the community, people will believe in it.

Levi’s Film Workshop, Los Angeles

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In the newest workshop in LA, which

opened April 2011, the focus is on film and

is filled with fantastic work stations where

you can step right up and get your hands

dirty as a budding film director.

Cool stuff to check out – a green screen,

slow-motion video booth, stop motion

animation station, and a video DJing area.

Plus weekly educational classes that cover

topics like animation, stunts and 3D.

To accompany the workshop, Levi's is

releasing a series of Art in the Streets

Trucker Jackets created by collaborating

artists like Shepard Fairey, Chaz Bojorquez,

Crash and Lady Pink.

Celebrate the passions and hobbies of your consumers. Establish a space where the brand facilitates and people create.

Social Shopping

Digital trends in retail.

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World's first online shop with real salespeople

Sweden’s 3LiveShop lets you interact virtually face-to-face with a human sales rep on the web. The core experience is that you enter a video call with a salesperson who gives you guidance on mobile phones that would suit you. Watch him drag a product onto the screen, show features such as different colours and monthly cost, and then drag it into your shopping cart. Very cool.

E-commerce gets a lot more personal by connecting the high street and digital world.

Travelling through time zonesSelfridges have unveiled a new PUMA by Hussein Chalayan interactive installation. Created using a labyrinth of triangle rods, the shopper gets a constantly changing view when seen from different perspectives.

Customers walking around the display will see a 3D lenticular effect, which represents travelling through timezones and the changing from night to day.

QR codes are incorporated with each rod featuring a different city around the world which inspired the collection and provides an insight into the various influences that shaped the designer’s work.

Combine fashion and digital into an art installation point of sale fixture.

Bringing the range of flagship to any size store

Adidas have created an adiVerse virtual footwear wall to showcase their 8,000+ shoe range. Multiple LCD touch screens use facial recognition to detect a customers gender and age, which the wall then starts to customise the product experience and helps guide them to the perfect shoe. The most popular products get full content treatment with videos, game stats, product specs and even twitter feeds.

Use digital as more than an online channel in a physical store, by adding value as a staff selling tool.

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t 020 7292 7070f 020 7292 7080inferno-group.com

Palladium House1-4 Argyll StreetLondon W1F 7TA

Amber EngRetail Strategist / Planneramber.e@inferno-group.com