1. TheSwitch Client Confidential Innovations in Retail Issue 3 June 2011

2. Welcome to The Switch The Switch List was born to seek out what others are doing and to spotlight innovations in retail across a wide range of industries across the globe. The retailers presented here make us think differently of what a store can look like and provoke fresh ideas on how to engage shoppers. We can’t always be chasing the new, without taking actions, so let’s learn from these pioneers to switch to new ways of retailing. Issue 3: June 2011 Client Confidential

3. The Third Space Technology stores you want to spend time in. Client Confidential

4. 4010 Telekom Shop, Cologne Client Confidential

5. 4010 is a community focused mobile phone shop from Deutsche Telekom. With the notion of the shop as an atelier, ‘a place of art, community, exchange and experiments’ – 4010 seeks to create unique environments for each of the stores based upon their locations. The first in Berlin was heavily influenced by street art, while this Cologne store nods to the city’s Ludwig Museum and its collection of pop art. The shop’s gallery wall displays new works from different artists every few months, and they host readings, showcases and workshops in store. Trestle tables, stretcher frames and canvases are used to display devices, but products are secondary to the relaxed and defiantly anti-corporate atmosphere. Stand out from the high street with a window into a community experience.

6. one2free, Hong Kong Client Confidential

7. One2free is Hong Kong’s largest mobile phone shop, where shoppers can discover, experience and enjoy the mobile lifestyle. Gone are the days that mobile store customers need to queue for help. Here, service ambassadors are equipped with wireless tablet PCs and can help customers anywhere in the store. Additionally, one2free has decided that ‘dummies are for dummies’. Only real phone models are displayed. The store is divided into two floors with six experience / leisure zones: The Loft - Home entertainment Musicholic Zone - Share and enjoy music DIY By Purpleland - Pimp your phone The Hot Spot Café – Relax and recharge SiFu Studio – Meet the experts Chill Out Room – Take a break Make it inviting for people to shop and hang out in a social atmosphere.

8. Sony Store, Los Angeles Client Confidential

9. The new LA Sony store’s philosophy is modular and everything wide open. All 29 current Sony Style stores will be simply rebranded and remodeled to follow suit. The walls have magnetic posters for easy changing, as well as slide across the floor to create open spaces. The overabundance of Sony products allow customers to play around, experiment, as well as witness some future technologies that are still to come. Also, the ‘cube’ is a black box room in the middle of the store that is a completely immersive experience showcasing the best of Sony home theatre. Aim to beat customer expectations. Offer opportunities to play with products for shoppers to find the best fit for themselves.

10. Unexpected stories Adventures in retail. Client Confidential

11. Nespresso, Paris Client Confidential

12. Nespresso N-Art campaign collaborated with Indian avant-garde fashion designer, Manish Arora, to decorate its brand flagship store on Champs Elysees in Paris. The store was transformed into a haute-couture venue with colourful moving animated windows and displays. His magical stick even touched Nespresso machines that were transformed into colourful fun-brewing devices. Manish unveiled a new collection which is a line of dresses inspired by Nespresso’s 16 tastes. The fantastic clothes were made from jewelled fabrics and coffee capsules. He also wrote a story behind the legend of his collection - a fairytale kingdom called 'Swig' which is governed by Bacchitarius who weds Queen Nespresso. She gives birth to 16 princesses who then go on a mission to spread love around the world. Innovative brand promotion. Find new and inspiring ways to interpret your brand story by collaborating with artists.

13. Coke Pop Up Shop, Tel Aviv Client Confidential

14. This Coke pop up shop was opened in Israel during the Passover holiday, offering the huge ‘Coca-Cola Recycled Collection’ that includes trendy apparel, accessories and home furnishings created from recycled cans and bottles. To purchase the items, consumers have to give an empty Coke container along with money. Visitors to the store can learn more about the benefits of recycling and watch how the bottles and cans they have brought can be used for making something new. Information stations all around the space educate consumers on the benefits of recycling and explain the method for manufacturing bottles. The purpose of the store is to educate the public about the benefit of recycling through the idea of cutting edge recycled fashion. Be passionate about an idea and create a space that immerses the shopper in a fun educating way.

15. LN-CC, London Client Confidential

16. LN-CC (Late Night Cameleon Café) is the way forward for luxury shopping. It’s a website where you can buy all manners of avant-garde fashion, books and vinyl. But if you make an appointment, you can visit the physical shop to browse and speak with the buyers about why they chose each designer or get details on the fit, fabric and handworked finishes of a jacket you saw online. You enter the shop via an indoor forest and fantastically constructed raw wood and orange acrylic, skeletal tunnel. The space will also host a library, gallery, club room and photographic studio. Fittingly, LN-CC will give you a friendship bracelet if you purchase anything online or in store. Craft an authentic and warm environment to experience the product and get to know the buying stories behind them.

17. Creative Class A look at Levi’s workshops. Client Confidential

18. Levi’s Print Workshop, San Fran Client Confidential

19. Levi’s thinks consumers are savvy; hip to marketing plans and bored by advertising. ‘The most inspiring thing a brand can do is to stop mining existing cultural attitudes and start driving creative production – to engage both pioneers and the public in a participatory fashion.’ This is what Levi’s is doing with the Workshops. Levi’s first workshop in San Fran’s Mission district works with local artists and everyday people to execute craft and print work in the neighbourhood (e.g. posters, cards, books, etc). The public can watch the work being done, but on one day a week, they can take a bench and work on their own printing projects. There are also various workshops for people to attend as well as Levi’s workwear for sale. Aim to help people experience, rather than be told about the values of the brand.

20. Levi’s Photo Workshop, New York Client Confidential

21. The 2nd workshop is a NYC edition about the democratic nature of photography and how it's interwoven into everything in the city. Here, you can rent digital and vintage Leica cameras, get advice from digital technicians and photo assistants, utilise the photo props and light boxes, snap some pics in the photobooth, print your photos on T-shirts and bags, as well as attend exhibitions and installations. The main message remains clear – Levi’s is a brand of the creative class and here to help local communities re-embrace their desires for craftsmanship and community. If a brand makes the extra special effort to give a gift to the community, people will believe in it.

22. Levi’s Film Workshop, Los Angeles 22 Client Confidential

23. In the newest workshop in LA, which opened April 2011, the focus is on film and is filled with fantastic work stations where you can step right up and get your hands dirty as a budding film director. Cool stuff to check out – a green screen, slow-motion video booth, stop motion animation station, and a video DJing area. Plus weekly educational classes that cover topics like animation, stunts and 3D. To accompany the workshop, Levi's is releasing a series of Art in the Streets Trucker Jackets created by collaborating artists like ShepardFairey, ChazBojorquez, Crash and Lady Pink. Celebrate the passions and hobbies of your consumers. Establish a space where the brand facilitates and people create.

24. Social Shopping Digital trends in retail. Client Confidential

25. World's first online shop with real salespeople E-commerce gets a lot more personal by connecting the high street and digital world. Sweden’s 3LiveShop lets you interact virtually face-to-face with a human sales rep on the web. The core experience is that you enter a video call with a salesperson who gives you guidance on mobile phones that would suit you. Watch him drag a product onto the screen, show features such as different colours and monthly cost, and then drag it into your shopping cart. Very cool.

26. Travelling through time zones Selfridges have unveiled a new PUMA by Hussein Chalayan interactive installation. Created using a labyrinth of triangle rods, the shopper gets a constantly changing view when seen from different perspectives. Customers walking around the display will see a 3D lenticular effect, which represents travelling through timezones and the changing from night to day. QR codes are incorporated with each rod featuring a different city around the world which inspired the collection and provides an insight into the various influences that shaped the designer’s work. Combine fashion and digital into an art installation point of sale fixture.

27. Bringing the range of flagship to any size store Adidas have created an adiVerse virtual footwear wall to showcase their 8,000+ shoe range. Multiple LCD touch screens use facial recognition to detect a customers gender and age, which the wall then starts to customise the product experience and helps guide them to the perfect shoe. The most popular products get full content treatment with videos, game stats, product specs and even twitter feeds. Use digital as more than an online channel in a physical store, by adding value as a staff selling tool.

28. Client Confidential Amber Eng Retail Strategist / Planner amber.e@inferno-group.com Palladium House 1-4 Argyll Street London W1F 7TA t 020 7292 7070 f 020 7292 7080 inferno-group.com