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Retail Experience
MTN: Store Design
The brief:
A customer-centric store experience built on the unique characteristics of the MTN brand to frame its products and services.
What we created:
A store design built on the concept of MTN Me: A store to
Help me, Inspire me & Engage me. Realised in partnership with MTN from strategy to pilot in under 5 months.
Retail Experience
MTN ME Concept
The Store for Me
A space offering multiple in-store experiences:
Help Me: Express service including self-serve terminals, customer check-in & quick service.
Inspire Me: 'Gateways' introduce customers to dynamic product & service presentation alongside active waiting.
Engage Me: Service points & staff docking positions.
Implementing The Vision
Design Detailing
Pilot Store Construction
Functional Prototyping
At Ape Designs, we believe realising great interior design solutions is a collaborative process. We worked closely with MTN's Store Build team and construction partners PAV to rapidly detail and accurately translate the vision into working prototypes. Working as one with local suppliers to select materials, assess all details and ensure the design was realised cost-effectively & sustainably.
Functional Prototyping
Pilot Store Construction
Functional Prototyping
The seamless integration of technology and equipment into furniture and the store shell is a key factor in the store's success for both customers and staff. Full-size prototypes enable rapid testing and adjustment to the ergonomic performance of store components that enables vital value engineering to be executed before the concepts launch.
Pilot Store Construction
Pilot Store Construction
Pilot Store Construction
Live piloting of the store concept is one of our most proud moments. Bringing the vital spatial amenities like ventilation, and lighting to ensure the overall experience supports this vision of the concept. This enabled store customer testing, digital content fine-tuning and staff training to be carried out before roll-out to the MTN network. Deploying the design smoothly and cost effectively.
Store Nexus: Key Attributes For Success
The Brand Nexus
The Emotional Nexus
The Emotional Nexus
A place that acts as a brand beacon.
- Spaces that showcase the brand’s unique history and authenticity.
- Spaces that immerse customers in the brand through form, materiality, and communications.
- Spaces that are living expressions of their purpose, values and ethics/sustainability commitments.
- Spaces that act as content creation hubs to broadcast engaging narratives across digital channels and power social selling.
The Emotional Nexus
The Emotional Nexus
The Emotional Nexus
The most consequential moments of our lives are associated with a place.
- Space is our most powerful tool to create individual and collective memories.
- Spaces we understand instinctively and that connect and influence us.
- Spaces that engage us, that are multi-sensorial, interactive and immersive.
- Spaces for retail theatre. Where brands supply the sets & props and customers are entertained.
The Flexible Nexus
The Emotional Nexus
The Experience Nexus
A place that delivers the right experience.
- Multi-format, flexible spaces that deliver the optimum mix of services, products and experiences for their location and lifespan. One size does not fit all.
- Spaces designed for visual impact and brand awareness to maximise their halo effect on digital channels and customer acquisition.
- Agile spaces capable of transformation by time of day, day of week or season of year.
The Experience Nexus
The Experience Nexus
The Experience Nexus
A place to surprise and delight.
- Spaces that curate product & service stories, that showcase collaboration with synergetic brands morphing into ‘one-off’ launch event venues.
- Purpose-built spaces for show-rooming that provide assisted service experts to assist in trying before buying.
- Hospitality spaces that reward customers who interact and promote to peers.
- Spaces built to test and learn new product innovations.
- Spaces that build deeper customer relationships by providing concierge experiences to bundle and build unique subscription-based packages.
- Spaces that invite engagement through exploration.
The Community Nexus
The Experience Nexus
The Community Nexus
A place for communities, collaboration & partnership.
- Spaces designed to nurture & celebrate human interaction.
- Spaces of knowledge, arenas for learning and collaboration.
- Spaces that permeate out into the community, championing local concerns & culture.
- Spaces that serve external communities such as businesses, clubs & societies as well as internal communities: colleagues, teams and partners.
- Spaces that are an embodiment of connection and empathy.
“Become a place to gather a place for people to share experiences in a community of collaboration where buying is secondary to the experience.” Apple store purpose.
The Service Nexus
The Experience Nexus
The Community Nexus
A home for service with a smile.
- Spaces that empower colleagues to become brand ambassadors. The home of human connection and empathy.
- Spaces that unite people, process & technology. Visible technologies that encourage customer interaction. Invisible technologies that support colleagues and minimise customer friction whilst responsibly gathering data on their preferences to evolve and improve.
- Spaces that integrate frictionless checkout and the convenience of click & collect for online purchases.
- Spaces where customers receive personalised shopping experiences and tailor products & services to their individual needs.