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Shikatani Lacroix was brought on board to reinvent Cable & Wireless Communications’ consumer-facing retail brand FLOW. The design of the new flagship stores introduces an entirely new retail experience to the Caribbean, featuring state-of-the-art technology, high-end fixtures and top quality finishing. Shikatani Lacroix improved customer service and increased sales by seamlessly integrating digital experiences into the customer journey.


The new store design embodies the essence of the islands, awash in the calming blue tones of the brand colour, reminiscent of the sea, with the touch of natural wood tones. Shikatani Lacroix redesigned the original word mark by enhancing the blue colour and adding a wave that gives the store an ultramodern, hi-tech appearance.


The digital experience at the new FLOW stores is woven into the customer journey. An interactive touch screen queuing system engages customers to assess their needs and then directs them to relevant departments so they can shop while they wait to be served. The digital signage screens around the store include a queue spot that plays within a mix of content to show customers their place in line.


The digital experience is further carried throughout the store in the form of dynamic department signage, which delivers a mix of brand, promotional, seasonal and lifestyle messaging. All screens in the store are interrupted every 15 minutes to broadcast a branded FLOW wave that rushes across the screens, surrounding the customers in the FLOW brand and tying the store’s brand experience together. This dynamic visual creates disruption to passing traffic 24/7, which helps drive traffic into the store and creates a soothing and energizing mood in the store environment.

Design: Shikatani Lacroix Design

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