October, 2022
2degrees
Projects
2degrees Store – Interior Design by Spaceworks
The Spaceworks team was thrilled to design the 2degrees store in Newmarket, Auckland. Our focus was on developing a retail interior design that truly reflects their brand identity and values. We crafted a retail experience that not only looks visually stunning but also enhances customer interaction and flow. From the overall layout to the finer details, every element was designed with purpose and precision. It provided a great challenge to the Spaceworks team, and with all great challenges come great rewards. Learn more about this project below and discover how we can transform your retail space.
The Client Brief
Designing a flagship store for 2degrees involved addressing multiple product lines and accommodating input from various stakeholders. The overarching client brief was to create a flexible and future-proofed retail space to ensure the continued growth of 2degrees as a telco and the industry’s ever-changing technology.
The space needed to strike a balance between maintaining 2degrees’ core brand essence—cheeky, playful, humble, and relatable—and incorporating an elevated, refined touch to reflect their growth and maturity as a serious competitor in the telco market. Unlike previous stores with limited live displays, this flagship location was envisioned as a showcase for the 2degrees network. It was designed to encourage interaction, foster connectivity, and build a sense of community, making it a true hub for customers and brand engagement.
The Design
The flagship 2degrees store creates an immersive and vibrant retail environment that reflects the brand’s playful yet refined essence. Thoughtful design elements, dynamic lighting, and seamless branding come together to engage customers from the moment they approach the store.
The Entrance
The 2degrees store greets customers with a bold and striking first impression. A large, vibrant blue entry portal frames the bright and inviting interior, naturally drawing customers in to explore further. The shopfront features a dynamic, angular design showcasing the brand’s signature hero blue, paired with a unique perforated dot pattern—a subtle nod to the degree symbol.
When activated, the entry portal comes alive with sequences of coloured lights that dance across its surface. This illumination not only captures attention from afar but also creates a sense of theatre and excitement. The interplay of colour and light reflects the 2degrees brand identity, enhancing the customer experience from the moment they step inside.
Coloured Lighting
Coloured lighting has been used in strategic areas of the store. The guiding light of the blue LED extrusion provides a subtle visual connection between the shopfront display and the rear of the store; it leads the customer through the space back toward the home hub, bridging between mobile services and the smart home/smart business features. This hub area abstracts moments of ‘home’, bringing 2degrees and the home environment together. This was important given the increased work-from-home trend and the ever-increasing range of connectivity services within the home.
Branding
Branding is thoughtfully and seamlessly integrated throughout the store design. Subtle use of secondary colours defines architectural elements without overpowering the overall interior. Dark blue accents highlight the exposed ceiling, while pops of colour are woven into suspended ceiling features and furniture. The primary brand blue is cleverly incorporated into the joinery details, tying the design back to the 2degrees identity.
Playful nods to the brand are evident in the speech bubble display features and the “fighting for fair” tagline, crafted from preserved moss—a creative touch that reflects 2degrees’ commitment to sustainability.
These carefully integrated brand elements preserve the playful, approachable voice of 2degrees while complementing the store’s clean, modern aesthetic. Recessed wall bays appear to float above neutral timber flooring, while crisp white walls and precisely placed spotlighting illuminate products beautifully. This combination creates a bright yet theatrical interior that elevates the store into a vibrant, sophisticated representation of the 2degrees brand.
Design Your Retail Store with Spaceworks
At Spaceworks, we understand that retail spaces are more than just physical stores—they are an extension of your brand and a vital touchpoint for customer engagement. The 2degrees flagship store is a testament to how thoughtful interior design can transform a retail environment into an immersive, functional, and vibrant experience that reflects a brand’s unique identity.
Whether you’re looking to create a flagship store, revamp your current space, or explore innovative ways to engage your customers, Spaceworks is here to help. With our expertise in retail interiors, we can bring your vision to life.
