O2, London and Manchester

Digital exploration and the customer experience are at the heart of two new concept stores from wireless carrier O2.



The stores were designed to revolutionize the look and feel of a traditional mobile phone shop and provide a destination for people to not just buy a phone, but to learn about the latest technology.



Developed and designed by O2 in partnership Dalziel & Pow, London, the new format features interactive “inspire zones” where shoppers can try out the latest technology – from virtual reality to the latest connected devices and mobile handsets. They can also relax and enjoy a beverage in the lounge area, which is equipped with wireless mobile charging stations.



In addition, roving technology tutorials on a range of topics are delivered by specially trained associates (“O2 Gurus”).



The stores also have themed interactive takeovers that change each month. In January, for example, both locations featured a fitness takeover, showcasing the latest wearable technology and fitness trackers via playful, competitive challenges.