Sector
Telecom
Client
VodafoneZiggo
The store as brand extension
Opportunity & Concept
For VodafoneZiggo, connection is the core of the business, both online and offline. Together we built the new store design on two brand archetypes: the Caregiver and the Magician. The archetypes gave every design decision a clear test. Does this element build trust, or does it create wonder? That framework kept strategy and design firmly linked from concept to store.
One brand, two store roles
The archetypes also solved a network question. A telecom store in a neighbourhood plays a different role than one in a busy city centre. Neighbourhood stores lean towards the Caregiver: they work as service centers where customers come for help, advice and a familiar face. City stores lean towards the Magician: high traffic flagship environments where the brand shows what technology can do. Same concept, same identity, tuned to the location and its shopper.
Two design languages, one system
Each archetype comes with its own design vocabulary. The Caregiver speaks through cork, wood and beige fabrics, with rounded furniture that invites customers to sit down for a conversation. The Magician speaks through mirrored ceilings, large screens and abstract shapes that turn the store into a stage. Because both languages come from one system, every store, from neighbourhood service center to city experience store, is unmistakably VodafoneZiggo.
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