DiGi FLAGSHIP STORE

CLIENT: DiGi

CATEGORY: Interior & Retail Design   |   




CONTEXT
DiGi Telecommunications Sdn Bhd is a mobile service provider in Malaysia. It is owned in majority by Telenor ASA of Norway. In 1995 DiGi became Malaysia’s first telco to launch and operate a fully digital cellular network. They were also the first to offer GPRS (2.5G) and later EDGE (2.75G) in 2004.
CHALLENGE
For its Berjaya Times Square flagship store, set in the busiest shopping district in Kuala Lumpur, the client wanted a retail brand solution that aligns with, and amplify, its desired brand perception as Malaysia’s trendy, approachable and leading-edge telco.
SOLUTION
The result is a bright, welcoming store that is at once design driven as well as practical. Sweeping lines of the flagship replaces the boxy parametres of the conventional storefront, while customer service desks are strategically aligned to make the conversation feel more ‘one-to-one’ instead of the public bar counter. To balance out the sleek surfaces, natural-looking rugged textures are introduced on the wall and display counter to give a more tactile feel. Together with the pervasive warm-yellow glow, the overall result is a cutting-edge-looking yet very human flagship store – which design eventually became the archetype for all DiGi stores to emulate across Malaysia.

 

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A-1-9, Dataran Cascades
No. 13A, Jalan PJU 5/1
Kota Damansara
47810 Petaling Jaya
Selangor, Malaysia
 
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