FUTURE STORE. MEGAFON FLAGSHIPS CELLPHONE TECH. STORE. RUSSIA. 2014

Client: Saffron Brand Consultants & Megafon
Architects: Mi5 Architects. Manuel Collado and Nacho Martín
Collaborators: Javier Gutierrez, Takuma Yamaguchi, Miriam de Pablo.

About MegaFon:

MegaFon PJSC is a leading Russian universal telecommunication service provider, operating in all segments of the telecommunications markets in Russia.

The Challenge:

Being a leader in such a competitive market as the telecommunications' requires continuous innovation and a quick-learning culture. After a complete redesign of their signature shops, MegaFon decided to go one step forward and explore the possibilities that virtual reality bring to the table, in the form of new ways of interacting with the users and showing their latest products.

Nowadays if you have to buy a product you stay at home, even more in Russia. If we want to keep the desire of going to technology stores for shopping we should be able to offer something beyond a place to buy generics appliances. The store should spin around the experience more than around the products. The important element is the magnetized air among them more than the devices themselves.
With that statement in mind, we responded to an enquiry launched by the Russian Telecom, Megafon, about what the technological retail future could be. We developed the design and architectural project within a broader brand proposal designed by Saffron Brand Consultants.
Our main idea was to transform the store in a plaza. A circular arena or a round market. That plaza would be the platform to hold multiple activities, presentations, meet people... surrounded by some technological stalls. This elements aquired the image of magical monoliths. These intelligent and friendly robots comunicate with the visitors and define an special area where the most simbolic symbols of our age are displayed: mobile phones.
The technological challenge was to blend the online and offline experience. Beacon technologies were inserted in the space to indentify directly the customers by the monoliths and the rest of the devices (tactile screens, tablets, payment services...) The number of shop assistants was reduced, just some few experts as the Super Granny Guru an older “therapist” who help the mature customers to get up to speed with technology.
The space was wrapped by a technological ribbon where semitransparent curtains and folded walls were combined with interactive screens where you can visit the online platform or designed apps to book your following experience (concerts, restaurants...).
The phisical design has been developed in paralell to a Virtual Reality application. So if you don´t want to leave your home for shopping at least put your VR glasses on :)