02 concept store by Dalziel & Pow.

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New kind of mobile phone shop from O2 has opened two new concept stores on Manchester’s Market Street and in London’s Westfield White City, with customer inspiration and digital exploration taking centre-stage.

Dalziel&Pow has revolutionised the traditional phone shop with new flagship stores.

O2 concept store by Dalziel Pow

The new stores have been designed to revolutionize the look and feel of a traditional mobile phone shop and provide a new destination for people to not just buy a mobile phone, but to learn about and be inspired by the latest technology.

The Manchester store is three times the size of a typical O2 branch, offering more than 2,300 sq ft of floorspace from which to showcase the latest communications technology. aunching the stores, O2’s GM of Stores, Bridget Lea, called for the industry to shake off the traditional mobile phone shop stereotype. She said:

At O2, helping our customers get the most out of technology is at the heart of everything we do. But, the reality is, while mobile phones are at the heart of the digital revolution, mobile phone stores are not leading this revolution on the high street.

Traditionally, mobile phone shops have been designed to be very functional and can often be uninviting and uninspiring – somewhere people visit occasionally to make a purchase rather than visit frequently to learn and be inspired by the possibilities of technology. That’s exactly what we’ve set out to change. We’re re-writing the rule book and creating a new kind of mobile phone shop to help us serve our customers better.”

retail design AN shopfitting magazine 02 concept store

Both stores feature:

– Interactive ‘inspire zones’ giving customers the chance to get their hands on the very latest technology – from virtual reality to the latest connected devices, as well as mobile handsets

– Regular technology tutorials delivered by O2 Gurus. The tutorials cover everything from helping parents find out how to keep their children safe online, to practical advice on how to connect different devices together and how to use technology to get fit

– Lounge areas offering hot drinks and wireless mobile charging stations giving customers – and their phones– a chance to recharge

The stores also have themed interactive takeovers that change each month. At launch, Manchester customers were given the chance to explore the world of Star Wars.

54 new roles have been created at the Manchester and London stores through a targeted recruitment drive developed to attract top talent from both in and out of the sector.

Each new employee was taken through a bespoke training programme, delivered using a special team of guest speakers and actors, and inspired by the individual cities and the people living there.

by AN shopfitting magazine no.132 ©