Olympics-themed new look for Russian mobile phone store

An ‘ice floe’ and a virtual hockey game aren’t usually key features of a mobile phone store!  But they are two of the attractions pulling in the public at Russian phone operator, MegaFon’s new winter Olympics-themed store.

As an official sponsor of the 2014 winter Olympic Games, MegaFon, one of Russia’s biggest mobile phone operators, wanted to create a destination retail store for tourists to reflect its involvement with the games.

The stylish new look, which is the work of international retail consultancy, Shopworks, combines the calm and natural MegaFon brand identity (a key feature of the new store is a live wall of plants) with a fluid, dynamic look to reflect the movement and dynamism of winter sports.

Focal points include the central ice floe unit which incorporates a multi-touch panel displaying MegaFon products and services, and the children’s virtual hockey game which is as popular with adults as it is with children- a camera projects a hockey pitch onto the floor, complete with virtual ball and a goal at either end!

Interaction and movement are central elements running throughout the design.  To attract attention from the outside, a camera projects film onto the shop window showing a selection of winter sporting activities; movement from passers-by then activates a large welcome sign, inviting people to enter the store.  And to achieve a sense of vibrancy and atmosphere within the store, the staff counter at the rear incorporates a lighting design which alternately dims and brightens the retail space around it – not surprisingly, it has become known as the ‘breathing counter’.

The store is situated in the GUM retail centre in Red Square, one of the oldest trading centres in Moscow with architecture dating back to the 19th century.  While the look is thoroughly modern, the design works with ceiling arcs and stucco to acknowledge the building’s historical past.

“Blending the winter Olympics theme with the MegaFon brand, while also respecting the historical context of the building, was always going to be challenging but it was great fun,” said Alexandra Davydkina, MD of Shopworks Russia, “Customers are drawn by the innovative design and interactive elements – it’s a breathtaking, yet fully functional design.”

To see a video of the new-look store, please go to: http://www.youtube.com/watch?v=0csBZNSIJBc

 

 

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