SDEA Looking for Inspiration :: Everything Everywhere

The ground floor of East London’s Westfield Stratford City is lined with phone shops, all vying for your attention.  Everything Everywhere, an amalgamation of the Orange and T Mobile brands, enlisted the help of designers, the One Off, in an attempt to differentiate its new flagship from the masses.

This store moves away from the current rather brash trend of using full-on colour, in favour of a more sophisticated and understated approach.  The design is smart, uncluttered and most importantly, relaxed. 

The One Off worked with the brand owners to create a concept that both looks good and is easy to shop.  The stunning glass shop front opens right up to allow ease of passage and a full view of the store.  It feels big and spacious yet has been divided into a variety of areas; at the front you have ‘At Home, On the Go and Play’ and towards the back lounging and customer services. 

The design is easy on the eye having a subdued colour palette.  Beech perimeter walling, incorporating slatwall shelving for merchandising the phones, combines perfectly with ergonomically styled bar and lounge seating, groups of display pods and huge feature lights.  These highlight the three front zones and flood diffused light throughout the store.  They help maintain the relaxed feel and the signage follows suit; complementing the environment rather than dominating.

Finally, large interactive screens are placed amidst the displays to demonstrate the products and services and to explain complex solutions.  These screens ensure the brand is seen to be at the pinnacle of its market and the forefront of technology.

Whilst I remain sceptical about the name, I really like the approach taken to the design of this store.  Not as chic and elitist as Apple, but certainly stylish.  Creating something unique within such a saturated market is not easy and Everything Everywhere gets my vote!