Client: O2

Agency: Dalziel&Pow

My role: project management of the interactive and digital installations

O2 is the second biggest mobile telecommunications provider in Britain.

As part of the Dalziel&Pow agency team, I worked on O2 concept store in Manchester, UK. The concept was the store becoming a gateway to the latest events and regularly updated to tell relevant stories. An Attract & Inspire zone, including a set of reconfigurable digital screens, hosts brand takeovers at the start of the customer journey. For launch, this saw interactive display around the movie Star Wars: The Force Awakens. These flexible design elements ensure customers always have something fresh to discover and a reason to visit the stores.

Moving past the interactive inspiration zone, the customer comes to the heart of the store – ‘Discover’ – where a large architectural community table offers everything from workshops to phone-charging pads. Hidden projectors overlay animations and messages onto the table, inviting customers to explore and enjoy the space. Expressing local culture is also central to the concept; even before the stores opened we created hoardings with illustrations of each city’s skyline, and at the Manchester branch interactive films featured local people saying what they love about their city and culture.