Type: Department design concept
Location: All Future Shop stores
Area: 750 - 1,223 sq. ft.
Open: 2009
Part of a company wide strategic initiative to re-imagine the mobile phone department, the re-designed department was branded “Cell Shop” and a completely separate visual identity was created for the newly created sub-brand.
In an unusual strategy, the merchandise assortment, marketing, and operational program were modified to fit the design and layout. This project saw Future Shop’s cell phone market-share grow from 5% to 9% within 18 months.
