In a world where retail is deemed dead, what is the future of retail for a technology giant?
OVERVIEW
Retail is not dead, it has just shifted from purchasing to experience. We conducted 5 weeks of global research to define a future strategy. Based upon success of research and strategy, defined a global rollout strategy from shelf to flagship.
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ROLE: Creative + Strategy Director
Agency: INDUSTRY
Global Insights
I defined and led the research and insights for the project towards defining and delivering the retail strategy. Starting with the hypothesis that the future of retail it not about shopping but about experience, we travelled to cities in key markets including -
MUMBAI
SHANGHAI
NEW YORK
PORTLAND
BERLIN
SINGAPORE
Retail Strategy + Experience Design
We combined our global insights with secondary research and a deep understanding of HP’s DNA to deliver a full retail strategy across all tiers and retail types. The strategy was translated into environmental designs across the full retail spectrum - from a shelf in Mumbai up to a conceptual brand store in NYC. To illustrate the concept, we built a full scale prototype for a tradeshow and the work was approved by the CEO of HP. The next phase will be rolling the designs out globally.
