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Saturn, one of the leading consumer electronics stores in Europe, opened in Amsterdam this May with two shop-in-shops designed by Storeage. Storeage was asked by Sonos and TomTom to create their first shop-in-shops, highlighting both brand and product solutions for these two innovators. Jason Steere, managing partner, said, “Our understanding of the consumer electronics and media landscapes helps brands to create engaging retail experiences that sell. We are proud to be the global retail partner for Sonos and TomTom.”

Sonos, the leader in WiFi Audio systems and creator of the wireless multi-room sound system, selected Storeage as its retail agency. Storeage’s debut project was the creation of not only a branded Sonos shop-in-shop, but also of the first Wireless Audio category area for Saturn.

Storeage’s design uses open wire frame structures to frame and highlight products. The negative space left out between the frames also illustrates the openness of wireless systems.
The shop-in-shop features play tables to explain Sonos’ multi-room and component functions, as well as a listening wall to demo live products. The category areas guide customers to find the right solution for their needs by creating a hierarchy of communication from players to components, and from single to multi-room usage.

Storeage used metal and wood in its design to create a warm and sophisticated environment reminiscent of home and inspired by old hi-fi components. The partnership between Sonos and Saturn highlights the benefits of Wireless Audio and will be rolled out to future stores globally.

TomTom has been working with Storeage on retail solutions since 2010. With the opening of the Saturn store, TomTom asked Storeage to create a brand experience showcasing its Live Services package, which provides real time route information and traffic updates across Europe. By converting TomTom’s Journey Line visual language into a 3D environment, Storeage designed not only the first full TomTom shop, but also a beacon of color and interactivity within the Saturn store itself.

Martijn Hoogendijk, creative director at Storeage says,“The simplicity of the shop lends itself to the TomTom brand and despite the small footprint, the shop feels open and inviting.”
The space is open, while providing intimacy for clients to meet with dedicated staff members. With crisscrossing bands of white and green, customers can interact with devices, screens and
staff to discover all the solutions TomTom offers including HD Traffic and the NIKE GPS watch.

The production and installation was managed by Storeax; the retail production management company. Storeage and Storeax were given only six weeks to design and build an eye catching shop-in-shop that would communicate the concept of the brand. Storeax produced and built the shop in only three weeks, and was subsequently granted three additional projects from TomTom, including its shop-in-shop at the Mediamarkt in Rotterdam, which was also produced and installed last month.

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