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In November 2005, Orange opened a 1300 sq.m. Flagship Store in the centre of Rotterdam. The store, for Orange the first one of its kind, offers a unique blend of products, services and brand experience. In line with the Orange branding philosophy the concept is about communication in the broadest sense of the word. Because the mobile phone market is becoming more and more saturated, Orange has been searching for new ways to sell their products. The Flagship Store was not only to become an Orange showcase; besides a wide and diverse range of products and services, the store boosts a cafe, a restaurant, a sound studio used by MTV for life broad cast, meeting and lounging area's, a 'bling bling' spot to sport the newest Porsche Model and seperate 'show cases' to be leased by brands that fit the Orange brand. Inspired by the tough and urban atmosphere of Rotterdam and the friendly and bright Orange brand values QuA designed the interior design around the concept "Urban Oasis". The basis of the interior is simple and clean, making use of long straight lines, big surfaces, concrete, and a greyish colour palette. In contrast whith this, a playful design was developed with a series of natural elements and themes. The lamps in the entree area symbolise a rainbow and a wall of 3-D trees cut out of aluminium forms a forrest next to the big staircase. The meeting rooms are separated by walls made out of sliced tree trunks and the toilet area is decorated with big insect blow-ups. Of course the famous Orange aquarium, an important element of every Orange shop, got a main spot in the shop. |
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