This project underlines our robust working relationship with the telecommunications company, Hutchison 3G UK, which was formed in 2012. Design Alliance was appointed as lead consultant and design coordinator.
We devised a phasing plan which enabled a pop-up shop to trade on the premises for an interim period whilst the construction phase of the flagship store continued behind hoardings. This allowed customers access to the store (and to spend their money) whilst the major works were going on around them.
The timescale to design and install the pop-up shop was tight. This was deliberate and meant that tills could start ringing long before work on the major project was complete. Our concept had huge appeal to our client as, not only did it decrease the timescale pressure on the overall project, but it also allowed Three to trade throughout hence mitigating disruption to the bottom line of a top performing store.
In addition, the pop-up shop gave our client the breathing space to make operational decisions in respect of emerging technologies as the store design featured a number of innovative evolutions of the main store concept, whilst also introducing other fresh ideas from the ground up.
main stair feature wall
The centrepiece of Three’s Flagship Store is the main stairwell, with a backdrop of the feature wall. The feature wall stands twelve metres high and measures four metres wide.
The brief was for something eye-catching and ‘Instagrammable’, but specifically to co-exist harmoniously with the retail messages on the adjacent videowall, rather than fight for attention with. We decided to treat it as an in-situ artwork.
The feature wall depicts an abstract map of the UK. Lighting patterns represent data flowing around the map. We used Three’s brand colours and the living colour palette for coherence with the store.
There are a number of pre-programmed CPU controlled algorithms which cycle by themselves if undisturbed but react to people in the vicinity via various triggers including break-beams and motion sensing camera.
passion point pod
Passion Point Pods are mid-floor units that provide a versatile platform for the merchandising of a wide range of products.
Power and data is managed in versatile linear channels, and usb sockets are provided for ad-hoc, self-service customer charging.
Ranging can be either by product type or by interest, hence ‘passion point’. And a set of plinths and accessories stored inside each unit can be deployed for visual interest or grouping purposes.
Graphics header is illuminated tensile fabric. Alternatively, a secret slot provides opportunity for banners with support or promotional messages. The resilient surfaces of the unit generally can accept temporary graphic treatments.
pop-up shop
The Three pop-up shop at 297 Oxford Street was the first step towards Three’s flagship store at the same address. Once trading from the front part of the ground floor, the flagship fitout took place on the remainder of the ground floor as well as basement below and mezzanine above. By adopting this approach trading started several months early, which helped mitigate the fitout cost at this premium address.
The concept was a ‘refinished’ version of the rest of the estate; that is to say that the physical store design was equivalent, however DA worked closely with Three’s internal design team to select finishes that achieve a more temporary look. This was paired with infographics to inform the impending arrival of the flagship store. Where possible works were to flagship specification to avoid abortive works.
