TELEFÓNICA
Creating the flagship experience to revamp a telecom giant
We opened the doors to a thoroughly modern, hands-on space in Madrid where customers feel welcome. It’s a re-created brand environment, a world apart where on-the-go people stay connected.
WHAT WE DID
Experience Strategy Graphic Design Industrial Design Environmental Design Architecture
CHALLENGE
Telefónica held a position most brands would kill for: As a former monopoly, it boasted 100% awareness in Spain and a long-standing relationship with consumers. But this legacy faltered when the telecom industry evolved past them, resulting in slipping market share and a reputation as arrogant, slow, old-fashioned, and expensive. When they approached us to convert their historic 3000 m2 (23,300 ft2) Madrid headquarters into a retail store, it was clear they needed an impactful new presence.
SOLUTION
We understood that this space needed to pack more punch than your average new product showcase. To show the world a more progressive Telefónica stance, we created a brand experience destination. The environment was designed to engage, educate, and inspire both current and previous consumers by making Telefónica’s entire portfolio of products available on-demand and all in one place. Easy-to-navigate zones encourage hands-on experimentation and highlight the many ways Telefónica’s technology makes life easier—and perhaps a bit more fun. Consumers walk into a more relevant and accessible Telefónica and leave with a truly upgraded brand perception.
The 1920s headquarters is now a Madrid landmark building, which very much restricted our ability to demolish or change both the exterior and interior.
Dramatic lighting and window-size LED screens signal the world inside that awaits visitors.
We worked to modernize the interior by developing patterns and textures from the existing design elements and materials. This interplay of past and present is a key theme throughout and an important metaphor for the brand overall.
The ground floor houses all of the company’s mobile, fixed line, internet, data and entertainment offerings. Everything is live and can be used freely by visitors.
Following the July 2008 opening, the space was used as a backdrop for the exclusive launch of the 3G iPhone in Spain.
An animated staircase with LED screens in the risers draws visitors from the ground to the first floor. We were inspired by the European concept of promenades as a central places to meet and socialize in a public setting.
The first floor contains a series of vignettes demonstrating various equipment and configuration options for home and work.
Illustrated scenes applied to the walls provide context but keep the focus on the technology.
A large customer service area in the rear of the store allows the staff to spend time with clients in a cheery, park-like setting.
A fun, playful area for small children lets them experiment with new technology—and keep them occupied while their parents meet with customer service.