12th February 2010
Iconic flagship launch for leading Russian electronics retailer
White Wind Digital is one of the key Russian electronics retailers, specializing in laptops, smart phones, gaming, mobile solutions and services. FITCH was appointed by White Wind Digital to design the new retail concept for their flagship store in Moscow.
FITCH was challenged to create a modern, hi-tech centre that would allow customers to communicate with the White Wind Digital brand.
The new retail design concept adapts the well-known visual language of the brand to the 3D space, retaining the historical heritage of the interiors in the centre of Moscow.
FITCH has refined the presentation of the “pixel” graphic of the brand, which is renowned to Russian customers. A welcoming, friendly and appealing atmosphere is created by the use of a warm colour palette throughout the space. The key elements of the visual language – the orange “pixels” – have been applied throughout the retail space, including the façade and on the laptop wall, as well as throughout the shapes and colours of the furniture. Original cube lamps support overall design solution, and perform practical function – to attract customers’ attention to the mezzanine.
Grey and green colours used for “Customer journey”, zoning and navigation help to manage the circulation of customers within the store and help them to quickly find and review the necessary products or services. Effective usage of space is reached by original solutions, such as placement of shelves with smart phones between the structural columns. In-store graphics help to inform customers about attractive services, whilst the Internet zone located on the mezzanine floor, allows customers to relax and entertain themselves while their device is being tuned by a professional consultant.