The Brief
To create a unified look and feel of Apple’s touch-and-try mobile product display strategy by providing a modular system, expandable to include multiple products, with integrated materials from Apple Retail Stores. Inject prudent space planning and three-dimensional display fixture design typologies which will allow the expression of the Apple Retail brand inside third-party Telecom and Retail partners on a local, regional, and global scale.
The high variability within the exponentially various retail spaces requires both free-standing, end cap, and inline solutions. Physical materials, fixture proportions, and space footprints are disparate, lacking focus, and hinder visibility within the highly complex visual environments of consumer electronic store outlets, and telecom carriers.
Additionally, the display maintenance compromised with fragmented illegible and overcomplicated pricing placards, fragmented product identity graphic panels, and a loose confederation of security devices creates an extremely divided, confusing, and unconfident customer experience.
The Solution
A. Minimal materials
Borrowing the minimal materials from the Apple Retail Stores; bead-blasted stainless steel for fixture structures, flooring from Italian-milled pietra serena stone, multi-toned textured carpet, and California maple for the parsons-style product display tables. The minimal familiarity and unity to the third-party channel begin to reestablish the Apple brand identity at these abridged retail levels.
B. Space modules
Within the Apple Channel Excellence Program, which focuses on mobile devices, strict modularity created a way to respond to the exponential architectural, engineering, and space planning forces at work when placing product merchandising displays within third-party environments. Modules based on one-meter increments offer the most flexible source of dimensions to react to most space requirements.
C. Structured merchandising
In order to provide clarity and security for the Apple touch-and-try live demo philosophy, distinct space planning studies are initiated as well as graphic standards on pricing placards and design strategy on the ever-so-important fixed security units.
Noteworthy store openings
China Unicom in Chengdu
