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Engage station |
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Explore stations |
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Selection bar |
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For its first store in Columbus, Ohio, cell phone company IMO (short for Independent
Mobile) sought to present myriad brands of phones in an organized, customer-focused environment. Architectural and design firm Bergmeyer Associates Inc. designed the store interior and prototype fixtures with clean lines and attractive detailing to create a comfortable, informative experience. “We didn’t want to design anything that would detract people from looking at the product,” says Matt Hyatt, associate at Bergmeyer.
Three designated areas—“explore,” “play,” and “choose”—create a logical traffic flow. Customers can browse the latest technology at “explore” stations, interact with phone models arranged in a logical order by feature and functionality at “play” stations, and make hands-on comparisons in the “choose” area, a selection bar complete with bartenders to take customers’ phone and service package orders.
Store fixture manufacturer Monarch Industries Inc. developed a modular fixture package that could be used in various formats for a multistore rollout planned by IMO. The challenge was ensuring that the fixture package would fit any future location—large or small. “It was a balancing act between the design intent and the functionality of the fixtures,” explains William Ford, Monarch’s senior executive for business development.
Simple designs—minimalist black woodgrain cabinets with stainless-steel door panels and hardware—were incorporated into the store’s overall scheme. What makes these fixtures unique is the material used for the display tops—called LightBlocks, the translucent acrylic captures ambient light and amplifies it, making the phones “pop” instead of blending into the fixture, Ford explains.
“It’s a relatively new product,” he notes. “I’m a firm believer that any time something new comes out there is always a different way it can be integrated into a fixture.” |
