By Bruce Smith, Business Strategy Director, DMD Retail Design Ltd.

Continued

CRAFTING a Means to an End

Photo by Glenn MacKay

For T-Mobile USA’s first retail design program in 2001, a key objective was to align 1,200 new, existing, and acquired stores within two years while opening a parallel dealer channel. Clearly, things had to be done differently if this aggressive key metric was to be met.

DMD developed an ARD program to be deployed into the simplest retail space, a vanilla box with a T-bar ceiling, white walls, and a carpeted floor. These elements, easily replicated by any contractor at minimal cost, laid the foundation for a consistent brand experience. Installers implemented the ARD program in each vanilla box in three steps:

1. Mount a custom extruded rail around the wall perimeter.
2. Quickly and easily install large murals and merchandising racks as per the layout drawings.
3. Move fixtures, including a partition wall and ceiling details, into the space.

Shifting from site work to shop work resulted in greater quality control, code compliance, consistency, and efficiency. The program was simple, cost-effective, and successful.

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