The brief was to create an experience that supported Three’s brand values of simplicity, quality and discovery and to create an in-store experience that was more enjoyable and productive. Fascias have been simplified and made more prominent with a full-width illuminated white sign. Large bespoke lampshades together with a full height backwall graphic create a point of difference from the high street and give the stores a confident presence.

Inside, the new design aims to create a fresh and welcoming environment where customers are encouraged to browse and buy rather than be sold to. All devices in the store are live as plastic dummy handsets have been removed. This enables customers to try out different handsets for themselves rather than wait for a member of staff to demonstrate the phones for them.

The stores have three different zones: a support bar at the front of the store which acts as a welcome point and emphasizes the brand’s commitment to service; round pods with live devices enabling customers to trial the different phone models and a comfortable area for customers and staff to use for setting up contracts. Furniture within this zone has been designed by Urban Salon to encourage a good quality of conversation between staff and customers through hiding IT cabling and equipment from view. The larger stores also include a discovery zone, which enables customers to access Three’s online information and learn about the potential of smart phones and a Kids’ area with Eames elephant chairs to provide a safe and fun environment for children.

Digital screens in the windows together with digital signage and interactive ticketing in store provide a point of differentiation and enable Three to react quickly to local market conditions and update pricing and marketing messages.