We are so incredibly excited about this 2degrees project – it provided a great challenge to the Spaceworks team, and with all great challenges come great rewards. The visual outcome is both rewarding and successful from a retail experience perspective.
With a project like this there are multiple product lines, which bring multiple 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 ever-changing technology of the industry. A space that balanced between maintaining their core brand essence and relatability to their customers; the cheeky, playful, humble, underdog, but with an elevated refined touch, to reflect their growth and development as a serious player in the telco marketplace. Previous 2degrees stores had limited live displays, this flagship site was to be a dedicated space showcasing the 2degrees network, encouraging interaction, connectivity and community within.
The customer is welcomed by a bold visual brand presence through the expansive blue entry portal that frames the lighter and brighter interior; naturally drawing the customer in to explore. The impressionable shopfront, showcases a dynamic angularity with the brands iconic hero blue alongside an integrated graphic pattern of perforated dots (a subtle nod to the degree symbol), strategically spaced so that when activated the portal is flooded with various sequences of coloured light dancing across the entry, enticing customers nearby and afar. The theatre of colour and light generated within the innovative illumination sequencing, links to the 2 degrees brand and further heightens the immersive and vibrant customer experience as one enters the 2degrees retail environment.