As part of an ongoing revitalization of the brand, RadioShack leadership engaged Lippincott to create a flagship store in Fort Worth, Texas. How would the brand be expressed in this environment?
- Promote RadioShack’s relevance as a brand for the family as well as the enthusiast in a flagship store design
- Develop a “touch, try and learn” environment that is the ultimate expression of the RadioShack brand
- Provide a testing ground to inform management of customers’ needs and preferences
- Create a retail experience to inspire and infuse all RadioShack stores and communications with a new energy and freshness
- Utilized Lippincott’s proprietary Customer Experience MappingSM methodology to create a detailed design brief that specified how the RadioShack brand attributes could be expressed at every point of the customer’s journey
- Designed the entrance as a sensory-rich rotunda complete with exhibits, digital graphics and a multimedia AV presentation to introduce the brand
- Transformed the 10,000-square-foot retail store into StoreOne, the ultimate modern home of the future that features a Family Room, Home Office, Garage, Game Room, Kitchen and theatre as individual “lifestyle pavilions”
- Employed the individual “lifestyle pavilions” to allow customers to experience a broad assortment of consumer electronics in a setting that is fun and interactive
- Included a modern café to offer hospitality to visitors, the community and employees