COSMOTE is the leading mobile operator in Greece with the widest presence in SE Europe, with 21.6 million customers in an extended market of 45 million people in four countries: Greece, Albania, Bulgaria and Romania. KVB Design, based in Henley-on-Thames, Oxfordshire, UK were approached to redesign Cosmote’s existing store concept.
To move forward KVB Design looked back. The store environment gave a feeling of one being fully immersed in green. Within this green environment product within the store appeared to be ‘held within’ or inside, the retail fixtures. By reducing this green the product is free and the focus.
Navigation around the store was considered as a most essential tool, with the naming of the departments, the ‘headlines’ assisting in creating the perfect customer journey. A more clean and fresh environment gives the ability to play with far less green colour within the interior of the store, only small traces of green within the interior acting so as to ‘bounce the eye around the interior space’.
The wall fixtures designed to be rather like a picture frame, made so as to focus the eye onto the product. The ‘frame’ positioned at eye to waist height with the whole of the shop fixture package sculptured within this frame so as to surround and contain the product.
The concept able to fit all sizes of retail footprint, the question that KVB Design asked – why should the consumer, when shopping in a flagship store, feel any different from when shopping in a small store environment? KVB Design based their design on the philosophy that they should not. Service desks with mirror fronts, used as focus points offering an extension to the retail space, placed behind the service desks, large format graphics positioned so as to create a volume appeal.
Photos by KVB Design