Retail & Luxury
TELECOM ITALIA HEADQUARTERS

A new retail concept to promote the brand

Over 100 stores transformed into immersive, stimulating experiences, always in line with the brand image.


UNDERSTANDING THE MARKET TO TELL A BRAND'S STORY


To optimise the structure of new stores in line with market trends, accurate data are needed: customer segmentation studies, use & time statistics, analysis of the interaction between the area and the products on display. The analysis was the strategic basis for handling the complexity of the Concept Design which had to be transformed into every format and every type of sales outlet. All this had to be done maintaining the same look & feel, functionality and global experience and complying with commercial priorities, customer expectations and the sales-oriented information function.

Global expression of the brand identity was also complex and was based on two priorities: guaranteeing a high level of recognition and increasing the amount of time a user remains inside a store with a careful study of visual merchandising to highlight the content and offer.

FROM RETAIL DESIGN TO RETAIL INTERACTION

An interactive buying experience takes place in areas that incorporate the latest technology. It is important to reassess the way people visit stores, a step that is even more strategic in the dynamic, complex world of telephony.

Conceived as an immersive multimedia experience, the new Telecom stores convey the distinctive values of the brand and make the discovery of products and services enjoyable. All this is done with the aim of transforming a store from being something that contains products to being something that contains messages and emotions.

A TRANSPARENT, SOLID DELIVERY SCHEDULE

Scale variables, tight deadlines, geographical dispersion, problematic contexts: the complexity of designing over 100 stores required excellent organisational and management skills. From this point of view, the Global Planning Architecture proprietary tools that use Fast‑Tracker, integrated management of the design, technical design and development stages, were very important. It is a key step in meeting deadlines, costs and quality by monitoring various sites throughout Northern Italy at the same time and a task that the Project and Construction Management team is used to since it often manages multiple suppliers to guarantee constant quality at a competitive price.

Services provided: Project & Design Management, Market Analisys, Concept and schematic Design, Creative direction, MEP engineering, Brand Integration & Visual Communication, Interaction Design, Lightning Design, Procurement & Purchaising Management, Construction & Site Management

Location: Northern Italy

Numbers: 100 stores

“Global Planning Architecture immediately understood the spirit of TIM and enhanced the brand value with functional and highly innovative retail space. The development of over 100 stores was perfect. However, the biggest advantage was the way it kept everything under control, something that is vital if you want to achieve the high standards of quality required and comply with time frames and costs.”

Telecom Italia Brand Manager

TELECOM ITALIA HEADQUARTERS