Videotron Design & Branding VIDÉOTRON FLAGSHIP by Sid Lee Montreal

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Industry Telecommunications Services
Media Design & Branding
Market Canada
Agency Sid Lee Montreal
Photographer Stéphane Brugger
Released August 2011

Credits & Description

Category: Permanent Retail
Advertiser: VIDÉOTRON
Agency: (Sid Lee Architecture – Consortium Régis Côté Associés Architectes (RCAA))
Contractor: Albert Jean
Interface: (Nurun/Sid Lee)
3D Production: (SHED, Boogie Studio, TVA Accès)
Video Production Staircase: (Moment Factory)
Development: (gsmprjct)
Engineers: (Dessau Planifitech)
Multimedia Installation: (Solotech)
Photographer: Stéphane Brugger
Media placement: N/A - N/A - N/A

Describe the brief from the client
In 2010, the agency was mandated by Videotron to create an innovative and audacious flagship store in downtown Montréal that could showcase the company’s forthcoming mobility services.

Describe the challenges and key objectives
The challenge was for us to bring the Videotron brand to life while successfully incorporating its new interactive technologies. To overcome the challenge set by Videotron, we imagined three steps to the project. First, The Call, which is the first visible signal from the street, aimed to create an intriguing, dynamic signal. Second, The Doorway, aimed to indicate the location of the entrance in an appealing manner. Third, our teams planned to incorporate a variety of interactive elements inside the store to conceptualise its service-based offer to the public.

Describe how you arrived at the final design
The Call: A textured glass façade set off with dynamic lighting - portrays the intensity of Videotron’s activities to passersby.

The Doorway: A giant, high-quality, stair-screen - welcomes visitors into the store, and a large tactile phone screen enables them to take pictures of themselves to share with friends via email.

Past the entrance, a mobile bar with dynamic and interactive counter tops helps Videotron employees present the offers, while a multi-product zone showcases the 360-degree Videotron service range with interactive screens highlighting Videotron packages. On the second floor, 2 giant interactive cylinders with tactile tablets greet users and showcase the multi-platform illico offer.

Give some indication of how successful the outcome was in the market
Specific results cannot be disclosed, but signs of success are abundant around the flagship store.

First, the interactive elements greatly contributed to making this Videotron store the best in Quebec in terms of purchase conversion rates. Second, the experience brought together Videotron’s full range of services within the store space while respecting the initial architectural demands and building characteristics.