After acquiring the Alienware brand, Dell teamed up with Micro Center to produce the ultimate in-store gaming experience featuring the full array of Alienware’s Gaming Arsenal. The challenge was to bring the gaming computer brand to life in a way that was true to the brand’s heritage—a line of computers designed specifically for gaming performance.
Dell wanted to launched an Alienware Invasion shop-in-shop in the Paramus, New Jersey, Micro Center as the brand’s first foray into retail.
FITCH conducted a site survey of Micro Center’s new prototype store, to discover a very traditional and residential look and feel. The environment was in stark contrast to the dark, edgy essence of the Alienware brand. Thankfully, Micro Center appreciated the appeal of the brand’s mysterious nature. Dell asked FITCH to design a clean, minimalist shop that captured the true Alienware brand.
Additionally, the original 1,600 sq. ft. footprint ended up being 120 square feet, adding to the challenge. FITCH decided to maximize the shop-in-shop area, but also developed ways to extend the brand’s presence through satellite locations across the store. The final solution included the Alienware shop in the PC department, an endcap in the video gaming area and leveraging the Knowledge Theater to deliver the full Alienware gaming competition experience.