DEUTSCHE TELEKOM · FLAGSHIP‒STORE STUTTGART
From Point of Sale to Point of Relation
Architecture
Since 2017, Meiré und Meiré as Creative Lead Agency has been responsible for the major brand appearances of Deutsche Telekom, which is one of Europe’s leading telecommunications providers. Based on the Magenta Shop 2020 retail concept, we have developed a flagship store in Stuttgart, that raises the bar in experiential retail.
The general approach of our development was to offer added value in the form of memorable brand experiences, promoting participation and establishing personal, meaningful relationships. The key is “to understand the digital and physical realities of people’s lives and to touch them across all touchpoints”.
The flagship store, which opened in September 2020, therefore features numerous innovations and an unusual style: trendy, progressive illustrations by Stuttgart artist Sua Balac complement the shop’s design. Service points and product displays are presented in interactive experience islands. Customers can try out the possibilities offered by digital connectivity, 5G or Magenta Gaming in store.
For more variety, Meiré und Meiré has adapted a range of exhibits originally developed for Deutsche Telekom trade fair appearances, such as an AR basketball game, which lets players throw augmented balls in a physical basketball hoop. Live, up‒to‒date feeds from Deutsche Telekom’s social media channels flow onto a social media wall also created by Meiré und Meiré, providing a 360‒degree view of the brand’s activities.
