Rooted in their brand values ‘Helpful and Attentive’, ‘Easy and Effortless’, ‘Captivating and Inspiring’, the challenge for FITCH was to translate this to retail and, in an ever-changing world of technology, products and service, create an engaging experience that positively embraces change.
As the highest profile, most recognised brand in the Russian market, Beeline approached FITCH to develop a new retail concept that would fully express the profile of the brand.
Translating the brand’s values into a central design idea “Whatever You Are Into’ FITCH created a fresh, fun and interactive retail design language. This is communicated through all touch points, from the moment you are drawn to the welcoming fascia, to the knowledgeable staff who encourage friendly conversation and expertise on the latest, most relevant products.
Unique product display solutions along the store perimeter take the customer on journey of discovery while creating conversations about their own worlds of technology. Humorous accessories and the rotating mobile wall add to the sense of discovery and express “moments of happiness” in store.
Bespoke fixtures and fittings are supported by a witty and human tone of voice where simple and playful storytelling has become the core of all communications and focuses on the real benefits of the products for the consumers.