Telco Spark has opened a new three-level flagship store at downtown Auckland’s Commercial Bay shopping centre.
Spark’s retail lead Chris Fletcher says the 782sqm store has been designed to help customers understand the range of technologies and digital choices Spark provides, from mobile phones to digital security. It is being positioned as a gateway to the digital experience, and a place where people considering products online can see and experiment with them in person.
“When customers visit us in store, they’re looking for more than what they can find online. They want advice and guidance and to experience the products on offer first-hand. We’ve designed this store with those insights in mind and are proud to provide an immersive retail experience that not only showcases a range of technologies, but also teaches customers how to incorporate them into their lives.”
Fletcher says each level of the store offers customers a chance to touch and experience all the options available to them.
“People relate to people and our stores provide this very real element that’s missing from online – it’s a commitment to the human experience which is a gateway to the digital experience.”
Designed by architects Warren and Mahoney, the store marks a further shift away from the traditional telco shopping experience. It includes a pop-up events space on the ground floor where for now customers can test the new F1 2020 game, and areas showcasing devices that people need to stay connected at home, work or while they’re on the move.
High-profile, dedicated spaces have been created for brands including Samsung and Apple’s Beats.
There are charging stations for customers, a kind play zone, a cafe and a consult bar for more in depth discussions with staff.
An interactive facility allows customers to personalise their phone cases or design their own using photos or artwork, using a laser printer.
Warren and Mahoney project principal Gareth Huston describes each level of the store as “a journey in itself”.
“We worked closely with the Spark team to create a unique environment that helps people to expand their digital connectivity, but also a place to drop by for a cup of coffee, connect to the internet and check emails. In partnership, we have designed a dynamic multi-level destination that is curated to embody energy and creativity,” he said.
“The retail experience has been redefined as a flexible, event-driven environment that can be a music or sports broadcast venue, or a place to dwell and learn how to connect to your digital world.”
The store also has its own private 5G network where customers can experience the speed of Spark’s 5G ahead of its launch in parts of Auckland later this month.
Source: Inside Retail