3 Store, Oxford Street London. Groundbreaking store design to showcase Three's pioneering customer service. The flagship store was so successful, it blame the template for three retail stores nationwide.
Retail experience design
3 Store, Oxford Street, London
For their flagship London store, 3 came to us having rejected plans from another respected architecture practice. They wanted a fresh approach that would differentiate them from other mobile brands: thoughtful in-store design that would actively enhance customer service.
Working alongside the Brand team, our solution also needed to fulfil requirements from the Retail and Property teams.
After careful research, SRA designed distinct spaces for different customer experiences. We invented a ‘trial bench’ encouraging people to play with products, a ‘pop-in counter’ for quick and easy service, and an ‘engagement counter’ where customers relax during sign-up. By separating each service, the stores improve waiting time as well as the customer experience.
The interior is hi-tech, reflecting the dynamism of the latest mobile technology. The attention-grabbing shopfront also reflects the boldness of the 3 brand. It features a two-metre 3 logo, changing colour in tandem with an undulating translucent ceiling. It cannot be missed on the high street.