Tele 2 Store Concept


Retail design


Tele 2



Tele2 store concept

Our client wanted a new and successful store concept that is especially geared towards their main target group (Gen Y). A fluid shape was developed and implemented on modular display units that can be fitted in any of their stores, no matter the size. Special attention was taken in the positioning of in-store visual communication, and in guiding customers through different zones. With product boxes that market specific services, and value added service cards that clients can purchase and take with them, we reinvented the experience of shopping within the industry.

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This new concept resulted in a double-digit increase in sales, a nearly doubled foot-flow in some locations, an increase in brand quality perception, and a reduction in procurement costs and construction time. The impact is clear: more than 40 new stores have been built so far.



Damjan Geber (Creative Director)

David Kabalin (Architect)

Marina Brletić (Architect)

Kristina Jeren (Architect)

Simon Morasi Piperčić (Product designer)


External associates

Domagoj Kunić (Photographer)