As part of Nokia’s global brand positioning strategy, Eight Inc. has created a unique interactive retail environment that offers consumers a hands-on product experience that extends brand recognition and fidelity and creates a new venue for generating sales. The primary focus provides an engaging customer experience while furthering the Nokia presence as a leader in innovation and design-driven technology. The flagship retail was established in key locations around the globe, for example Moscow, Shanghai, New York, London, Helsinki, Hong Kong and Sao Paulo.
The Eight Inc. team developed a space that incorporates the highest level of technology and allows users to engage and learn. The entrance is characterized by Nokia’s signature blue while the interior architecture combines a use of dramatic LED lighting and displays to highlight each product. A perimeter LCD display communicates ever-changing visual messaging bringing human relevance to technology and is visible from the outside drawing people into the store.
The Nokia Sao Paulo Flagship store, located in the upscale Jardins District, features four-meter high ceilings and three distinct environments. The first, dedicated to sales, follows the standard architectural model developed for Nokia Flagship stores worldwide. Signature LED color-shifting wall panels illuminate the full range of Nokia wireless devices and accessories, while interactive displays and a contiguous perimeter of LCD screens engage and educate customers about the devices and their features.
Behind the sales section, the store opens to a sunlit courtyard with living “green walls” and concrete beams, presenting a striking contrast and a deliberate architectural nod to Brazil’s natural resources and industrial potential. Featuring loose, residential furnishings the courtyard provides customers a comfortable space to sit and use their Nokia devices, and doubles as an event and exhibition space.
The Sao Paulo store is the second Nokia Flagship store, after London, to promote the Discover zone, where Nokia associates help customers set up their new devices or learn about features and games. Situated behind the courtyard, it welcomes customers with comfortable seating; LCD screens that link to Nokia devices; and an espresso bar. The development of the Discover zone signifies a renewed emphasis on customer service. Understanding the environmental impact and responsibility of large corporations, the Sao Paulo store is the first location designed and built under Nokia’s new sustainability standards. These criteria ensure a design that minimizes environmental impact and provides a new benchmark for the company to monitor their stores environmental footprint.