Backhouse

Vodafone - Queen Street

Following on from the success of New Zealand's first new-look Vodafone retail store in Wellington comes Queen Street, Auckland. This unique store extends the original design concept to a new level to showcase Vodafone's products and services with live handsets, a fresh store layout and integration of New Zealand and global design principles.

The store layout needed to be flexible and future-proofed. The fitout has been designed to encourage customers to experience all areas of the store, maximising exposure to all of Vodafone's products and services. Customer mindsets act as high level primary signage to allow easy in-store navigation.

Different shopping missions take different lengths of time depending on the complexity of the task. The fast track activities take place at the front of the store, with longer more complex tasks towards the rear. This creates a multi-paced store with different ambience throughout, delivering a dynamic, commercial shopping environment.

Brand in retail is neither the poster on the wall nor the logo over the entrance. It is the integration of a clear philosophy in the planning principles which inform the store design and layout.

Architects: novak and middleton architects limited