An enduring relationship between designer and client sees Valmont deliver a store that speaks to consumers in a straightforward and engaging manner
November 28th, 2012
“With a brief to make sure the space represented the ’cool factor’ of the iiNet brand, we seized the opportunity to create a space that was avant-garde and was really like no other retail/telco offering, explains Jacqui Esdaile, Valmont’s Creative Director.
Taking prime street frontage at the base of their existing corporate headquarters in Perth, Australia – the eponymously branded iiStore is new territory for the communications service-provider; retail having not been offered within their business model previously.
Essentially, this afforded Valmont great scope in establishing a unique and most importantly, experiential, retail or person-to-person consumer support space.
Across a number of ’zones’ the venue is demarcated for varying uses with the intention for each zone defined by the furnishings and finishes selected.
The “Welcome Zone” which takes in reception, waiting area and interactive wall is intended to be inviting, establish the brand early and engage immediately.
By contrast, the Network Operations Centre or (NOC) was also included in the space – and given prominence – with customized curved glass walls involving visitors in what is ordinarily “behind the scenes” work.
The chance to immerse existing and prospective clients in the full extent of the brand’s services and products has resulted in a mock-up iiHome within the store itself.
Equipped with living area, bedroom, home office and a white picket fence, the user experience is communicated directly and unfussily through demonstration and unobtrusive but visible access to staff to facilitate interaction and dialogue.
Esdalle refers to this laid-back approach as having created “an inviting touch point” for the brand.
Employing a mix of customized furniture as well as some familiar pieces from the likes of Design by Them and Stylecraft, the iiStore has emerged as a cohesive extension of the firm’s visual identity and their corporate spaces. The success of which comes from a clear briefing and healthy understanding of the client’s core objectives:
“Having worked with iiNet over the past 6 years, Valmont has had the opportunity to watch the brand evolve,” explains Esdalle, “This understanding of who iiNet is and where they have come from, ensured that the end result was a true reflection of what iiNet is all about.”
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