The store, created by consultancy JHP, is the first of 25 to be overhauled this year, designed to showcase its wide variety of products besides handsets. It features a lounge area with sofas, displays with live handsets connected to accessories such as speakers, and product demonstration areas. It also houses a Guru Bar, where shoppers can learn more about the products.
The move follows a trial store that opened last year in east London’s O2 Arena. “The key thing that we’ve learnt is the importance of live devices,” said O2 customer sales director Stephen Shurrock. “We are moving from being a mobile operation to more of a communications and mobility business.”