A New Look Every Minute
Cliff Crosbie, the head of global retail operations for the Finland-based Nokia corporation, had a vision a few years back for a store that would feel different every time a customer walked in the door. He sketched out some ideas … walls that constantly change color, multimedia screens instead of signs, a lounge area for adults to play with the latest smartphones … and set out to find architects and designers who would take him seriously.
“I didn’t want our flagship stores to be just a ‘guy store’,” says Crosbie. “We wanted more of a boutique feel.”
Crosbie ended up partnering with a variety of creative design teams … one for retail space, one for audio visual content, another to come up with a whole wardrobe for the sales staff. Together, they planned to launch a high-concept new line of showrooms that would represent the Nokia brand in some of the word’s most trend-setting cities.