O2 has had several high street iterations, but for an outpost that’s a thing apart, head for Berlin’s Tauentzienstraße – home to its Live Concept Store.

This single-floor 350 sq m space in the heart of ritzy West Berlin is as much concerned with giving visitors reasons to linger as it is with the business of shifting phones, although clearly the latter is important.

To this end, the store is divided into zones: ‘Explore’, ‘Love’ and ‘Join’, each with a different purpose and intended to appeal to shoppers on varying missions. These translate into a coffee bar, sofas, games and a space for group participation in events organised in situ.

Street-style graphics and a semi-handmade feel sit alongside digital technology, adding to the overall appeal.

In an age when consumers tend to be a mite cynical about phone shops, this one really does feel as if it offers an alternative.