Crea International - Italian Retail Design

Tim franchising warm tech

The new retail concept for Tim monobrand stores: store design innovation mainly focused on brand identity and positioning strengthening


"Concept innovation in the new Tim layout: we are more recongnizable than before thanks to the transparency of the window, to the bright logo with its wrapping blue recalling italianity. An ordered exposure of products, divided according to category, we have all kinds of customers, from all over the world and of all ages and we can satisfy all their needs" 
Tim store managers

tim schizzo progetto
tim franchising desk

brief
Concept innovation to allow the company to regain market leadeship, maintaining the historical values of the company

Tim is an icon in telecommunication field and the new stores had to communicate a brand evolution, but still belonging to the collective imagination of Italians.Starting from the analysis of the old Tim retail scenario where chaos and absence of identity reigned, Crea International was asked to develop a new concept design able to give sense of closeness, italian identity and simplicity. A total new environmentÊdistinctive from the competitors for clarity of communication and attractiveness to strengthen the relationship with current customers and attract potential ones.

strategy
Store design innovation introducing a new service model, easy to understand to give space to a warm, surrounding and highly understandable environment

The new design concept of TIM is based on the projectual philosophy of simplicity and clear interpretation of the space according to Crea InternationalÕs working methodology of Physical Brand Design. In terms of strategy, Crea's team developed a retail telecom design born by a "Warm Technology strategic telecom retail design concept" : technology must keep at people's use, becoming part of our lives naturally, without making them more and more complex. The TIM retail telecom concept store radically changes the sales approach: the store focus moves from the hardware consultancy to the brand offer one, in order to let customers address their choice according to their satisfactory needs.
The attraction forward the store starts from the window : brand awareness invites people to go inside and offer a clear and simple browsing thanks to a fluid and free fruition of the space and a rationalized exposure of products. Customers can have smart transactions as recharges and fast purchases or been assisted by professional sellers.

design
The "wave" is the form declined on logo and within Tim retail store : the furnishing lines and the wall system all over the space reinterpret its sinuous form

The light blue colour, symbol of Italianity and the natural materials like wood vibrate within the telecom retail design concept as Italian cordiality, relational closeness, simplicity and the identity of creative and generous people, able to welcome others from any nationality and ages.

Wood as ancestral human material results to be an innovative contraddiction itself, when representing the main material used in the telecom retail store. Plastic products, therefore, emerge like historical and material contrast within the traditional "pod".

The wrapping cloak is like a tailor made garment: the telecom retail project has been conceived with particular attention to the practical and functional retail telecom aspects. On this ground Crea International guaranteed that the furnishings had the most suitable storage and at same time that they could be placed in as much comfortable, aesthetic and functional way as possible. The lighting aspect also plays an important role: under a wide sequoia inlayed trunk, the tiny lighting bodies recall small luminous stars in a new, simple and unique atmosphere.

design director: Libero Rutilo

Tim franchising desk Tim franchising furniture Tim franchising wave

 

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