Wind Telecomunicazioni, the Italian telecommunications company
In comparison to its success, the company was lacking a solid and professional image. The major challenge was to differentiate the three distinctive services in a totally modular fashion, due to the vast differences in store size in terms of roll out. Through ‘physical brand design’ Crea was able to reposition Wind on the market with increased recognizability and characterisation.
The key word that permeates the whole concept is ‘fashion tech’, a mix of soft design and smart technology that translates into a space the brand’s new directions.
The space communicates through a visual horizon of interchanging communication that runs across the entire perimeter of the store. The concept of the enlarged pixel punctuates the environment and represents the dynamic icon that generates the stores rhythm and develops the stores memorable language.
A fast roll out plan forecasts the openings of over 200 locations by 2007.