Google Retail
IMMERSIVE Retail SPACEs
Role: Experience Lead
Circa: 2018
In 2018 we were asked to bring the magic of Google that delights guests, into thousands of retail spaces globally. Since Google does not have its own stores, they have to play inside their retailers’ rules. This meant space limitations and less control over the guest experience. We began with uncovering key user insights that would help define our strategic vision. What we uncovered was that with e-commerce easing the pressure of shopping, customers are highly selective about their visit to stores. What they are looking for is:
1. Product interaction and demo
2. Inspiration and shareable moments
With that we began our cross-continent, cross-disciplinary brainstorm that fueled the final vision.
What If
Fixtures were modular and adaptive to a variety of spaces.
AND
Layout & materials amplified focus on products.
WhaT IF
We transported guests to their home.
And
Evoked curiosity and exploration with products.
What If
We created culturally relevant displays and moments.
AND
Collaborated with local artists in a Googley way.
What If
Products were levitated to draw the crowd in.
AND
Guests could see product benefits in real-time.
The Google Shop is the physical manifestation of everything people love about Google. It’s a retail experience that celebrates connection and discovery. The heart of the space tells the story of Google hardware and software working together to help us do less, and enjoy life. The space invites everyone to connect with the helpful simplicity of Google’s products and inspires playful interactions with the brand, acquiring new customers and turning existing customers into evangelists.
The PROCESs
During the span of 6 months we created a daring, human and magical experience that is currently being deployed across the globe. The artifacts below capture the experience insights, intent and the blueprint that led to the final vision.
