Located at Central Park Mall in Jakarta, XL EXPLOR is a new concept store designed by e2 for XL, one of Indonesia’s leading telecommunications providers.

“We were asked to create a retail environment where, contrary to typical retail [objectives], the focus was on the experience of products and services instead of purely sales,” say Paul Ocolisan, Regional Creative Director of e2.

While the site’s ‘bow-tie’ shape posed a physical challenge, Ocolisan says that it also allowed the team “to more effectively distinguish the behavioural zones within the store”, which were conceived by mapping out customer behavior.

Make It Mine is dedicated to customisation and includes interactive displays where people can create their own ringtones, wallpaper and more; Try Me showcases the latest handsets; Help Me are consultation areas where customers can go for technical assistance; and Get to Know Me is a large digital screen displaying brand messaging, social media feeds and other digital content. The volume and pace of the displayed content constantly changes to reflect the time of the day, foot traffic and desired ambience.

There are also five experience pods located within the behavioural zones where customers can explore various mobile network services. Each pod is large enough to accommodate a group to enhance the ‘shared experience’, and each is designed around a specific theme such as gaming, movies or shopping. Content can be displayed on multiple platforms, from mobile handsets to tablets, ‘surface’ tables, interactive wall-mounted screens and projections.

The open shopfront, mixed seating arrangements, brand-specific colours and dynamic illumination are all designed to draw customers into the space. Ocolisan says that colour, in particular, plays a key role is expressing the new XL XPLOR brand personality – spontaneous, optimistic and fun-loving. It is also an “important part of the way-finding strategy” he explains, and has been used “in combination with physical signage to identify the experience”.

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