The Campaign

Our next step in the strategic framework was to see how we could get to the ideal store environment. We realized that the perfect store environment could be achieved through the interplay of multiple factors: Space Planning Store Design Merchandising and Visual Communications The Design Strategy Generate excitement outside the store Build engagement and impart education inside the store Lead on to execute a hassle-free check-out process

Creative Execution

The design strategy helped create a store that makes it easy and experiential for customers to find whatever they want. We created a store that brilliantly heroes HP’s impressive portfolio and shows that HP has something to offer for everyone’s tastes. A premium lounge beautifully showcases HP’s engineering and craftsmanship with HP Spectre – the world’s thinnest laptop and the new generation of HP ENVY laptops on display. Gamers can come alive with HP Omen and try out their gaming prowess with popular games such as World of Warcraft. The store also offers HP’s range of accessories and displays the HP Pavilion range in the lifestyle experience zone.

Indication of how successful the outcome was in the market

Led by our strategy and guidelines, we arrived at a store that solved the brand’s problem by bringing in consistency in retail across the region. By infusing technology into the store environment, it also made it exciting and experiential. Singapore’s prominent hotspot Marina Square witnessed the first HP store launch in the new design. The 1500-square feet, flagship store attracted customers, journalists and bloggers from far and wide. The retail transformation conceptualized and executed by us has positively impacted shopping experience through a complete reinvention of their look and feel. The new layout is spacious, attractive and ensures optimum utilization of space, the design is modern, the check-out process is hassle-free and the shopping experience is interactive, immersive and inspiring.

The different tactics/elements used within the program: Retail Guidelines - To ensure consistency and shopping experience across stores in the region, we first put our minds to establishing retail guidelines – a comprehensive booklet that becomes HP’S retail DNA Keep Reinventing - Across everything we did – from design to DNA, technology to the actual shopping experience - we imbibed and embodied the theme of Keep Reinventing Ideal Store Environment – Our efforts were concentrated on creating the perfect store environment which could only be achieved through the interplay of multiple factors Sound Design Strategy – Our design strategy traced the consumer journey from outside to inside to the check-out itself. The aim was to ensure it was aesthetic, engaging and convenient at all points of time. Comprehensive Research – Above all, the team began to build on a solid foundation of retail research that focused on shopping behaviour of the consumer of today