The Next Gen “Inspire Zones”

O2 challenges the traditional, functional concept of the mobile phone store to create an inspirational space where customers can take part in a next-gen in-store experience.

Telecommunications brand, O2, was looking to change the traditional, functional concept of the mobile phone store into an inspirational space where customers could take part in a unique in-store experience. The key to the re-design of their German stores was customer interaction. The brand wanted to guarantee that their customers would discover relevant stories while shopping, allow them to easily discover the latest mobile technology and ensure that they would have a reason to return to the store.


O2 choose to implement a new “Inspire Zone” concept in each of their 45 stores across Germany. In order to facilitate the roll-out, the brand required limited versions of the “Inspire Zone” which could be adapted to each of the stores. Kendu In-Store Visual Solutions was commissioned to design, manufacture and install the brand new in-store concept.

Kendu’s Technical Department designed various prototypes before O2 selected four different modular lightbox structures to be manufactured in the company’s European factory. The L-shaped and U-shaped structures, which were comprised of digital screens, LED lightboxes and tension fabric display frames, invited customers to interact with the displayed products, to discover the latest developments and to participate in the interactive experience. Thanks to the Smartframe® system and the digital screen’s extendable arms, changing the printed textiles and digital content is fast and efficient. This means that O2 can update the in-store communication and change the look & feel of the structure easily and without specialised staff.


In addition to designing and manufacturing the “Inspire Zone” for O2, Kendu was responsible for the roll-out and installation in all of the German stores. To ensure an easy assembly, Kendu devised clear set–up instructions complete with an instructional video for the professional shop-fitters to use in-store. The precise packaging and labelling of each individual piece enabled an efficient installation in all 45 stores.

The overall ease of use, from installation to updating digital and visual content, as well as its capacity to adapt to the different store layouts ensured that the “Inspire Zone” roll-out met the client brief and the brand requirements. After the successful launch of new store concept, the initial roll-out was extended to include all new store openings in Germany.


The new look O2 store is an example of a next-gen in-store experience for a telecommunications brand.

Discover more of Kendu’s exciting new store projects.

COMPANY: Kendu In-Store Visual Solutions
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TEL: + 44 (0) 20 3735 5258

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