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TELUS Mobility’s flagship store in Toronto’s stylish Bloor Street district is designed to draw fashion-savvy shoppers to this urban venue. Striking geometric patterns and vibrant hues reinforce the dynamic, sophisticated image of this popular brand for wireless phones. Using the signature green and purple palette, the hip retail environment also plays up the fashion element of the merchandise, according to Paul Filek, president of the design firm, burdifilek.

Exemplifying the fashion theme are two custom handset “runways” in the middle of the store. They spotlight the assortment of handsets in uplit glass tops sitting on a base of 22 vertical green acrylic panels in nine shades of custom-colored resin. The subtle variations of the base resemble a stylized bar code, Filek said.

Shoppers can try out the products at a white solid surface material bar counter along the perimeter wall. Built by ISPA Woodworking, the bar is locked into place with hidden metal brackets for a clutter-free cantilevered effect. Accessories also are displayed along perimeter walls in vertical acrylic cubes mounted in a geometric design that picks up the barcode look. Also reinforcing the barcode effect is a wood and acrylic cashwrap, also built by ISPA.

A sofa and lounge tables to the rear of the store allow customers to await handset servicing in comfort. Images of the brand’s media campaign in an evolving wallpaper and four flat screens built into the wall reinforce marketing messages. The wallpaper mural can be easily switched to accommodate changes in marketing and promotional campaigns.