Leading retail design agency, Green Room, has designed and delivered a complete store interior concept for emerging online brand, iSmash on Kings Road, London, marking the brand’s first bricks-and-mortar retail presence. The aim of bringing iSmash onto the high street was to overcome previous challenges for the brand; with the design helping to facilitate the customer journey guiding consumers through the brand’s full service offering, strengthen client-consumer relationships, and highlight the three key business offerings.
Specialising in the customisation and repair of smart phones and tablets, iSmash challenged Green Room to develop the brand’s first point of interaction with customers. Previously the brand was mainly repairing and restoring damaged products online; to change this first point of customer interaction, the design of the store needed to drive consumers through the ideal journey and to iSmash’s customisation studios.
Green Room’s concept split the store into three specific zones– the Personalisation Studio, Repair Lab, and Protect and Enhance area – iSmash’s key business propositions were all highlighted, and conveyed clearly. Customers enter the crisp, clean studio-style space and are ‘walked through’ the newly designed customer journey. By segmenting the store in this way, Green Room and iSmash could direct customers to the Personalisation Studio easily and reposition the brand as a design-driven service not just a ‘repair shop’.
The open-plan space allowed customers to see first-hand the customisation and repair work being carried out on their devices, to highlight the professionalism of staff and high quality service and build trust with consumers; something many online retailers with a niche proposition can struggle with. A clean, crisp feel allowed the store to uncomplicate the iSmash portfolio, and create straightforward meaningful connections with customers, using simplistic design, and key product services highlighted through a more simplified offering.
Julian Shovlin, Director of iSmash says: “Our experience with Green Room has been great; an engaging journey from start to finish. Seeing the concept and design evolve step-by-step since our first meeting, and finally the realisation of the final design in our first store on Kings Road has been very exciting to say the least. Green Room knew exactly what we wanted, even when we ourselves didn’t know what iSmash should be.”