Flagship Wind : brand reputation and customer satisfaction, testifying the brand’s rise - crea news - CREA International - italian retail design

Flagship Wind : brand reputation and customer satisfaction, testifying the brand’s rise

Interview to Maximo Ibarra, Wind Business Unit Consumer director, to show how the new concept design contributed in creating a new space of interaction and community

That the new retail design concept of Wind Flagship Store aims to improve the relationship between human beings is no longer a secret. That it has become not only a place where purchasing product and services, but also a meeting place, not even.

380 sqmt store right in the centre of Milan on two floors where the Wind Theater area becomes a space for events …. where sharing feelings and emotions. Below a short interview to the Business Unit consumer director explaining the results and the events, highlighting the growing success of the brand.

Which are the benefits that the new concept design of Milan flagship store has brought to the Company?

Our Milan flagship store has always been a place of excellence where our customers can experience the world of Windand, above all, it expresses our company values through its layout and innovative design. Technology at the service of our customers, exclusive customer care and dedicated commercial consultancy, the broad range of Wind products and services make the flagship store a reference point capable of fully meeting the needs of our customers.

Can you tell us the results obtained from the launch of the flagship store on business level: numbers, feedback from customers and shop staff etc.?

In almost two years of operation, our store in Corso Matteotti has welcomed and cared for over 20,000 customers, ensuring, with a team of 7 Wind employees, an excellent level of service, as documented by our internal Customer Satisfaction parameters.

How often do themed events occur in the flagship store? Have the topics of the events a special meaning or are they decided randomly?

In 2011 we organized seven themed events and one so far in 2012. With these appointments we have shown even more how close we are to our customers, by celebrating within the store many events not purely related to the world of telecommunications, but related to the promotion of young Italian talent ("The Surrealistic Pixel" event-exhibition by Alessandro Dotti), to fashion (fashion show with two promising talents of the Made in Italy of the future, Mimì à la mer e AnnaBiblò), to art ('Hallowind' event with the creations of the Arrigo atelier) and to wine&food ('choco-fever' feast and Christmas 'gourmand' event).

In a friendly and technologically advanced environment, we have also involved the Wind community and the citizens of Milan in a series of initiatives directly related to the telecommunications world, such as the launch of the Nokia E7 and of the HTC Desire.

A success even for the Physical-Brand-Design company which has conceived a telecom retail project in a technological environment that has become a perfect habitat for a new empathic community, an environment to create connection between brand and customers, contributing to customer loyalty.

Flagship Wind : brand reputation and customer satisfaction, testifying the brand’s rise - crea news - CREA International - italian retail design

Crea international host to a Travel Lab event, a symposium on “Temporary and Flagship stores: strategies on brand field to face crisis” - crea news - CREA International - italian retail design

Crea international host to a Travel Lab event, a symposium on “Temporary and Flagship stores: strategies on brand field to face crisis”

An event where Marco De Carli, strategy director of the physical-brand-design company, gave a speech with a special spotlight on some distinctive examples

Service design is one of the most important aspects on which companies have decided to invest as the key marketing tool in retail field, contributing to brand equity and customer loyalty.More and more brands should think about the physical space, working on an appropriate physical brand strategy to be declined on several physical touch points on territory in retail field, such as retail networks, temporary or flagship stores, according to the brand strategy of the company.

On this basis Crea International has been invited to the event to support the importance of Flagship stores as tools for retail positioning, to implement the customer relationship and loyalty, to centralize the flows and sales, and give awareness and local presence to the brand.

In Hotelplan’s headquarter in Milan, with a dynamic and interactive audience composed of top managers and entrepreneurs from the tourism industry and with, among the speakers, the direct store manager of Illycaffè – Elodie Horaist - and the holder of an important network of temporary stores - Paolo Comini of Sidecar Group - De Carli’s presentation has focused on Physical Brand Design’s way of approaching projects, starting from the brand identity, going to developing the design concept, always shaping signs and codes consistent with the brand, to get to the service design aiming to enhance brand positioning.

Talking about Flagship store, the presentation has explored, among the others, one of the most distinctive of the italian brand design company: Wind flagship store. The aim was to create a flagship able to make the successes of the company over the years touchable to customers, with an upgrade of image to make the brand more fashionable and cool.

Everything supported by a physical brand strategy due to the biosphere as distinctive sign of an innovative design, sensitive to the balance of different chromatic and morphological elements, perfect habitat for a new empathic community in a totally new landscape.A work that led to the opening of the two Wind flagship stores, one in Milano (C.so Matteotti) and the other one in Rome (P.za di Spagna).

He has also shown how the Physical-Brand-Design methodology applied to a project as Welcome Travel has led to the creation of a totally new design concept of the retail-travel-agency and can be used flexibly by the network to give to customers a new place of meeting and sharing where the purchase experience and concept within the agency are redefined.

Present to the explanation of the retail travel project Gian Paolo Vairo, Ceo of Welcome Travel, who has explained how this physical brand design project is perfectly integrated in a a new company vision which joined the retail travel agency with web and mobile areas. The new Welcome Travel aspires to propose to customers new standards of services which are lined up with those of the main European markets: quality, training, efficiency, technology and customer service in order to renew the methods of distribution of the tourism product and create a benchmark for the whole italian market of travel agencies. He has declared to be extremely satisfied of the work and the Group aims to join new satisfactory results thanks to this new store design innovation

De Carli’s intervention has then analyzed some other important cases starting from Tim retail network where PBD strategy has contributed to renew the whole network and distribution channels, in a consistent view with the historical values of the company of reassurance of the customer to reinforce brand identity and positioning; going to Lavazza coffe shop an international coffee chain supporting brand’s internationalisation, where the major challenge was to create a a service design concept which could be adapted to the international expansion of the company.

And finally in Air Bank branch project he has presented to the audience a bank model where service design and customer experience within the branch play a central role in the start-up asset of the whole project.

An intervention that certainly showed how Physical Brand Design strategy can be declined to different fields, with different values and expectations but all with the same objective to give distinctiveness and uniqueness to the brand, in a market that is becoming more selelective and where consumers, despite the crisis, are paradoxically getting more and more demanding.

See also:

Crea international host to a Travel Lab event, a symposium on “Temporary and Flagship stores: strategies on brand field to face crisis” - crea news - CREA International - italian retail design

After Milano’s concept projected by Crea International, inaugurated in Rome the second Flagship Store of Wind - crea news - CREA International - italian retail design

After Milano’s concept projected by Crea International, inaugurated in Rome the second Flagship Store of Wind

The retail telecom Wind lands in P.za di Spagna with its innovative design concept

The "Empathicspherical" Open Flagship store opens its doors in Rome with its orange, blue, white and gray areas as distinguished areas of a new planet or better to say of a new Biosphere, meant as a habitat capable of generating a new life of telecommunication.

A reinterpretation of technology to facilitate the relationships between human beings, in a nowadays more and more globalized and under pressure world.

As a result the indissoluble binomial of Biosphere and Empathy inspired the Physical-Brand-Design company who conceived an innovative design project as a bio spherical, harmoniously technological environment which fruit of a design sensitive to the balance of different chromatic and morphological elements becomes a perfect habitat for a new empathic community.

Not only a telecommunication shop, but even a place destined to become a meeting place and landmark for telecom world and people.

After Milano’s concept projected by Crea International, inaugurated in Rome the second Flagship Store of Wind - crea news - CREA International - italian retail design

Nasce a Milano il primo Flagship Store di Wind

Nasce a Milano il primo Flagship Store Wind, il nuovo mondo dell'EMPATOSFERA.

Zone arancio, blu, bianche e grigie, come aree distinte di un nuovo pianeta o meglio di una BIOSFERA, intesa come habitat capace di generare una nuova vita della telecomunicazione. E' questa la metafora a cui si sono ispirati i progettisti dello studio di design Crea International, che con la loro metodologia professionale di Physical Brand Design hanno trasferito i valori del brand Wind all' interno dello spazio, creando situazioni ambientali per la nascita e lo sviluppo di una nuova comunità di persone, i cui pensieri e stati d' animo riescono ad incontrarsi ed essere condivisi.

Il design concept del nuovo Open Store Wind di Milano mette in risalto un nuovo modo di intendere ed interpretare la tecnologia, per privilegiare il rapporto tra gli esseri umani in questa "ERA" dominata dalla globalizzazione. Un binomio indissolubile Biosfera ed Empatia, protagoniste assolute come scrive Jeremy Rifkin nel suo ultimo best seller, di un nuovo modo di intendere e vedere il mondo.

In linea con un linguaggio progettuale che parli direttamente alla comunità empatosferica, la design director del progetto, l' architetto Viola Ladjeri commenta il design concept: "Da un lato riconosciamo un linguaggio che si ispira al mondo organico, dall' altro un insieme di espressioni legate in modo più diretto alla tech generation, armonicamente concepiti come unico esercizio creativo. Le espressioni che si ispirano alla biosfera intesa come mondo organico, vengono dalle forme fluide e nei volumi avvolgenti, che si fanno habitat capace di sorprendere attraverso forme, profumi e suoni che coinvolgono l' intera sfera sensoriale.

Alberto Pasquini, presidente di Crea International, commenta di seguito la visione progettuale del Flagship Store Wind: "Oggigiorno le telecomunicazioni e la tecnologia accorciano le distanze e facilitano la vita degli esseri umani, ma in cambio si prendono lentamente pezzi di coscienza e di pensiero, che con il tempo vogliono tutto per se! Dobbiamo però abbattere le barriere che si erigono tra chi possiede e le governa e chi non le domina, con l' intelligenza e l' umanità che gli Umani possiedono. Per questo è stato importante che lo spazio fisico dell' Open Store Wind divenisse LUOGO in cui attivare tutte quelle relazioni fisiche che nutrono il nostro essere, quali: l' amore per gli altri, il piacere di stare assieme e di condividere, la rassicurazione di un sorriso, una stretta di mano, gli sguardi che si incrociano e dialogano fra loro. Piccoli gesti quotidiani che non dobbiamo dimenticare e che nutrono il nostro spirito!"

Tecnologie, devices, colori, servizi, profumi e sonorità: il nuovo Flagship Store di Wind è dunque concepito come spazio senza gerarchie, aperto e fluido.
Un luogo da VIVERE e SENTIRE, e quindi concepito come un nuovo environment perfetto della nuova comunità empatica.

Wind | The Empathicspherical Flagship Store